IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-25998-2_52.html
   My bibliography  Save this book chapter

Theoretical Review of Migration Theory of Consumer Switching Behaviour

In: Sustainable Education and Development – Sustainable Industrialization and Innovation

Author

Listed:
  • L. Y. Boakye

    (Accra Institute of Technology)

Abstract

Purpose: The paper proposes the Push-Pull-Drag-Deter-Mooring (PPDDM) migration theory as a theoretical extension to the Push-Pull-Mooring (PPM) migration theory in the consumer switching behaviour (CSB). Design/Methodology/Approach: The proposed study employs a mixed study design involving a qualitative focus group interview and a quantitative cross-sectional survey design. Findings: Based on a thorough review of PPM theory and relevant empirical studies, the paper identifies a theoretical gap that, the existing PPM migration theory of CSB completely ignores the simultaneous role of positive origin (firm) effects, termed drag dimension, and negative destination (competitor) effects, termed deter dimension in the switching process. While this gap has already been pointed out by previous studies, future research is yet to give attention to the PPM migration theory of CSB. Research Limitation/Implications: Theoretically, the proposed PPDDM of CSB presents a more complete and realistic picture of the competing factors in the consumer switching process, that better explains consumer migration or switching behaviour from one service provider to another, than the existing PPM does. The main limitation is that the proposed theory is yet to be tested with empirical data. Practical Implications: This paper contributes to theory development in the CSB literature and advances the frontiers of knowledge in Marketing theory and practice. Originality/Value: This paper incorporates these ignored or neglected dimensions (drag and deter) in addition to those existing in the current PPM to develop a new theory of Push-Pull-Drag-Deter-Mooring (PPDDM) migration theory of CSB, as a major extension of the PPM theory of CSB.

Suggested Citation

  • L. Y. Boakye, 2023. "Theoretical Review of Migration Theory of Consumer Switching Behaviour," Springer Books, in: Clinton Aigbavboa & Joseph N. Mojekwu & Wellington Didibhuku Thwala & Lawrence Atepor & Emmanuel Adi (ed.), Sustainable Education and Development – Sustainable Industrialization and Innovation, pages 673-688, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-25998-2_52
    DOI: 10.1007/978-3-031-25998-2_52
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-25998-2_52. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.