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Customer switching process in service industries : an exploration study

conference contribution
posted on 2017-12-06, 00:00 authored by Leonce NewbyLeonce Newby, Anita MedhekarAnita Medhekar
Although the causes of a customer’s switching decision have been investigated along with some studies into specific aspects of customers’ post-switching behaviours, there is a paucity of research specifically into the switching process, the phase between the customer’s decision to switch service providers and the establishment of a relationship with a new provider. To address this gap in the switching process literature, a small exploratory study was conducted to establish the nature of the activities that switching customers engage in after their decision to switch providers. A convenience sampling technique selected switching customers who were brought together in four focus groups. Focus group participants were asked to talk about the activities they engaged in after making a recent decision to switch to a current service provider. The participants’ self-reports of the process between their switching decision and engaging a new provider were tape recorded, transcribed and then analysed. The data analysis findings provided evidence that supported the four research propositions developed from a review of the switching domain literature and pertinent consumer behaviour and economics literature.


Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)


Parent Title

International handbook of academic research and teaching, Vol. 13 : proceedings of Intellectbase International Consortium, Academic Conference, December 16-18 2010.

Start Page


End Page


Number of Pages


Start Date







Las Vegas, USA


Intellectbase International Consortium

Place of Publication

Nashville, NV, TN 37208 – USA

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

Faculty of Arts, Business, Informatics and Education; Not affiliated to a Research Institute;

Era Eligible

  • No

Name of Conference

Intellectbase International Consortium. Academic Conference