Contrasting the Drivers of Switching Intent and Switching Behavior in Contractual Service Settings |
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| Affiliation: | 1. National University of Singapore, 15 Kent Ridge Drive, Singapore 119245, Singapore;2. China Europe International Business School, Shanghai, China;3. Nelson Mandela Metropolitan University, South Africa;4. Regents’ Professor Emeritus, Georgia Institute of Technology, USA;1. Department of Management and Marketing, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. Department of Business Administration, College of Business and Public Policy, University of Alaska Anchorage, Anchorage, AK 99508, United States;1. School of Business, University of Connecticut, United States;2. College of Business, City University of Hong Kong, Hong Kong;1. Henry W. Bloch School of Management, University of Missouri-Kansas City, United States;2. Whitman School of Management, Syracuse University, United States;3. School of Business, University of Alberta, Canada;1. Dongling School of Economics and Management, University of Science and Technology Beijing, China;2. School of Economics and Management, Tsinghua University, China;1. Department of Marketing, Rawls College of Business, Texas Tech University, MS2101, Lubbock, TX 79409, United States;2. Department of Marketing, Lee Kong Chian School of Business, Singapore Management University, 50 Stamford Road #05-01, Singapore 178899, Singapore;3. Department of Marketing, Owen Graduate School of Management, Vanderbilt University, 401 21st Avenue South, Nashville, TN 37202, United States |
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| Abstract: | 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. |
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| Keywords: | Switching behavior Switching intent Construal level theory Marketing-mix |
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