Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type
| Autor: | Isabel Sánchez García, Rafael Currás-Pérez |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Attractiveness
Organizational Behavior and Human Resource Management Strategy and Management media_common.quotation_subject Type of service Utilitarian and hedonic services Originality Alternative attractiveness ddc:650 0502 economics and business Anticipated and post-purchase regret Business and International Management media_common Marketing Service (business) Variety seeking M31 05 social sciences Regret Service provider Switching behaviour Mobile phone Tourism Leisure and Hospitality Management Value (economics) 050211 marketing Psychology Social psychology 050203 business & management Finance |
| Zdroj: | European Journal of Management and Business Economics. 29:54-83 |
| ISSN: | 2444-8451 |
| DOI: | 10.1108/ejmbe-02-2018-0035 |
| Popis: | Purpose The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the type of service (utilitarian vs hedonic). Specifically, the authors study the effects of alternative attractiveness, post-purchase regret, anticipated regret and past switching behaviour. Design/methodology/approach A representative survey with 800 consumers of mobile phone services (utilitarian) and holiday destinations (hedonic) was carried out. Findings Satisfaction is not a significant antecedent of switching intention in the hedonic service and its effect is marginal in the utilitarian service. In the utilitarian service, the main predictor of switching intention is post-purchase regret, whereas in the hedonic service, the main determinants of switching intention are past switching behaviour and anticipated regret. Originality/value The main contribution of this study is the analysis of the determinants of provider switching behaviour that may explain abandonment by satisfied customers, to see if their influence is greater or smaller than that of satisfaction itself, which has been the most analysed variable. Furthermore, there are expected to be differences between utilitarian and hedonic services, an aspect which is also studied in this work. |
| Databáze: | OpenAIRE |
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