Service customers' switching behaviour
|Institution:||Central Queensland University|
|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|
|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.