Factores que favorecen, precipitan y moderan la intención del consumidor de romper una relación comercial

El cambio de proveedor por parte del consumidor y la ruptura de relaciones previas es un problema preocupante para ciertas empresas cuya rentabilidad depende en gran medida de la permanencia del cliente. En estos casos donde la ruptura no depende de un deseo de variar y probar nuevos productos, nos planteamos qué tipo de causas provocan la intención de ruptura del consumidor y cómo influyen otras variables de la situación de compra en dicho proceso de ruptura. El estudio empírico que se ha realizado para el caso de clientes de seguros del automóvil comprueba cómo existen ciertos factores que tienen una influencia más débil sobre la intención de ruptura —calidad del servicio y compromiso de la empresa en la relación—, mientras que otras tienen una influencia fuerte que precipita la decisión del consumidor —cambios en precios y episodios conflictivos—. Asimismo, se destaca el papel moderador del conocimiento de otras alternativas y de los costes de cambio en este proceso. The objective of this work is to provide evidence of customer switching intentions as a complex phenomenon involving a series of firm actions – service quality failures, unfair price, low perceived commitment and anger incidents – and factors relating to the purchase situation or the consumer that also play an important role as moderators in the dissolution process. An empirical study has been carried out in the case of customers of car-insurance firms. Results demonstrate the existence of some factors that have a weak influence on the switching intention – service quality and company commitment – and other factors that have a strong influence and precipitate the consumers’ decisions – price changes and critical incidents. We also underline the moderator role of knowledge about alternatives and switching costs in this process. This findings show that a continuing dissatisfaction with the firm as a consequence of a quality that is poorer than expected does not influence individuals as much as a change in the price policy or a one-off incident in which consumers experience a strong unease. This work provides empirical evidence about the existence of various determinants of switching: variables that weaken the relationship and variables that precipitate dissolution. These categories had already been discussed theoretically in previous work, but their effect had not been tested. Moreover, it advances in the idea that switching intention may fundamentally be conditioned by consumers’ level of involvement and their knowledge about other alternatives.