Conceptualizing and measuring the duality of customer switching behavior: Can customer switching predisposition and resistance coexist?

Malliga Marimuthu, Stephanie Hui Wen Chuah, Thurasamy Ramayah

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedings

Abstract

Although customer defection has become a serious concern for the mobile telecommunications industry, academic research on this topic lacks comprehensive conceptualization and rigorous measurement of this concept. This study proposes a dual model of customer switching behavior to illustrate the coexistence of customer switching predisposition and resistance, and investigates the different effects on customer loyalty. The measurement scales of customer switching behavior demonstrated rigorous psychometric properties and exerted significant effects on customer loyalty. Therefore, this study offers a valid and reliable model of customer switching behavior for future empirical research and provides a useful tool for mobile service providers to obtain insights into the factors that trigger and inhibit service switching beyond (dis)satisfaction.
Original languageEnglish
Title of host publicationProceedings of the 7th International Research Symposium in Service Management:
Subtitle of host publicationThe Service Imperatives in the new Economy: Approaches to Service Management and Change
Place of PublicationNakhon Pathom, Thailand
PublisherThe International Research Symposium in Service Management
Pages188-198
Number of pages11
Publication statusPublished - 2016
Externally publishedYes
Event7th International Research Symposium in Service Management - Mahidol University International College, Nakhon Pathom, Thailand
Duration: 2 Aug 20166 Aug 2016
http://www.muic.mahidol.ac.th/conferences/irssm7/

Conference

Conference7th International Research Symposium in Service Management
Abbreviated titleIRSSM7
CountryThailand
CityNakhon Pathom
Period2/08/166/08/16
Internet address

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  • Cite this

    Marimuthu, M., Chuah, S. H. W., & Ramayah, T. (2016). Conceptualizing and measuring the duality of customer switching behavior: Can customer switching predisposition and resistance coexist? In Proceedings of the 7th International Research Symposium in Service Management: : The Service Imperatives in the new Economy: Approaches to Service Management and Change (pp. 188-198). The International Research Symposium in Service Management.