Service customers' switching behaviour
thesisposted on 2017-12-06, 00:00 authored by Leonce NewbyLeonce Newby
Switching describes a composite set of related behaviours engaged in by customers when they replace or exchange a service provider. This behaviour is dynamic and muti-dimensional. In much of the previous switching research, these qualities have gone unrecognised. A sophisticated holistic account of customer service switching behaviour provides better insights into the management of customer/provider relationships, thereby providing a strategic opportunity for service businesses to increase their market share and profitability.