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A holistic model of service switching/retention

journal contribution
posted on 06.12.2017, 00:00 by Leonce Newby
There is a small body of research in the switching domain literature reporting on the causes of customers switching service providers. The findings of this research are based on a customer perspective of service switching causes. However, there is very little literature on service provider perceptions of customer switching antecedents. To address this gap in the literature, an exploratory study of provider perceptions of customer switching antecedents was undertaken. The purpose of this study was to twofold: (1) to address a potential bias in research reported in the switching domain literature since both customers and providers interact during dyadic service encounters and it is this interaction that results in customer switching (2) to extend switching domain theory by developing a holistic model of switching/retention derived from the extant literature and the findings of this study. During interviews with service providers, field notes of providers’ responses to the researcher’s enquiry about the causes of customer switching were made. These field notes were transcribed and the transcriptions were subjected to a content analysis. The main findings of the research were that service providers perceived antecedents of customer switching to be: (1) core service failure, expediency and competition (2) demographic factors of age and gender influenced customer switching behaviour. The main contribution of the research is that fewer causes of switching were perceived by providers to be antecedents of customer switching than those identified in research relying solely on the customer perspective of the causes of switching.

History

Volume

5

Issue

12

Start Page

24

End Page

35

Number of Pages

12

eISSN

1940-9540

ISSN

1940-9524

Location

Nashville, USA

Publisher

Intellectbase International Consortium

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

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

Era Eligible

Yes

Journal

International journal of accounting information science and leadership.

Exports