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Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type

Author

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  • Isabel Sánchez García
  • Rafael Curras-Perez

Abstract

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.

Suggested Citation

  • Isabel Sánchez García & Rafael Curras-Perez, 2019. "Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type," European Journal of Management and Business Economics, Emerald Group Publishing Limited, vol. 29(1), pages 54-83, February.
    • Handle: RePEc:eme:ejmbep:ejmbe-02-2018-0035
    DOI: 10.1108/EJMBE-02-2018-0035
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    Cited by:

    1. Carlos Lamela-Orcasitas & Jesús García-Madariaga, 2023. "How to really quantify the economic value of customer information in corporate databases," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.

    More about this item

    Keywords

    Utilitarian and hedonic services; Switching behaviour; Alternative attractiveness; Anticipated and post-purchase regret; Variety seeking; M31;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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