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Contrasting the drivers of switching intent and switching behavior in contractual service settings

journal contribution
posted on 2014-12-01, 00:00 authored by Jochen Wirtz, Ping Xiao, Jeongwen Chiang, Naresh Malhotra
We examine consumer switching decisions in contractual service settings and contrast the drivers of actual switching with those of switching intent. We surveyed a panel of subscribers to all cell phone service providers in a market and recorded key marketing mix data. At four months intervals, we asked panel members about their switching intentions and then subsequently observed actual switching behavior. Consistent with construal level theory, our findings show that switching intent is explained by only a handful of desirability- or outcome-related variables (i.e., overall satisfaction, performance perceptions of important attributes, and monetary switching costs). In contrast, the results show that many more variable categories contributed to explain actual switching behavior. These findings confirm that switching intent is driven by a qualitatively different set of variables than switching behavior. Implications for theory, research and practice are discussed.

History

Journal

Journal of retailing

Volume

90

Issue

4

Pagination

463 - 480

Publisher

Elsevier

Location

Amsterdam, The Netherlands

ISSN

0022-4359

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2014, New York University

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