• A Study of Service-Provider Switching Behaviors

Abstract

This study aims to understand why and how consumers engage in service switching . Service-provider switching is defined as the consumer terminating the relationship with a service provider or adding the relationship portfolio with a new provider. Based on the theory of planned behavior (TPB), the research explores the process of a consumer relationship switching model, and identifies motivations, intentions, and the actual outcomes of the relationship switching. A qualitative-oriented case study is conducted and the data of the study is gathered by semi-structured interviews. Employing both categorical and scenario analysis, we find the major constructs of customer switching behavior and the relationship between them. The results are used to develop the model of service-provider switching, “relationship termination intention-single relationship loyalty” and “relationship portfolio intention-multiple relationship loyalty”. Finally, the authors discuss the theoretical and managerial implications.

Keywords: Service-Provider Switching, Customer Switching Behavior, Customer Relationship Management, Theory of Planned Behavior