Service customers' switching behaviour
Institution: | Central Queensland University |
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Department: | |
Year: | 2013 |
Keywords: | Customer services.; Switching theory.; Service industries Marketing.; Qualitative research.; Quantitative research.; Applied research.; 150501 Consumer-Oriented Product or Service Development.; 910403 Marketing.; Thesis; Book. e-thesis |
Record ID: | 1056725 |
Full text PDF: | http://hdl.cqu.edu.au/10018/1028996 |
Switching describes a composite set of related behaviours engaged in by customers when they replace or exchange a service provider. This behaviour is dynamic and muti-dimensional. In much of the previous switching research, these qualities have gone unrecognised. A sophisticated holistic account of customer service switching behaviour provides better insights into the management of customer/provider relationships, thereby providing a strategic opportunity for service businesses to increase their market share and profitability.