Consumer Switching Behaviour: A Theoretical
Review and Research agenda
Simon Gyasi Nimako, Department of Management Studies Education, University of Education,
Winneba, Kumasi – Ghana, West Africa.
Abstract— The paper extensively reviews the literature
on theories of Consumer Switching Behaviour (CSB) and
proposes a synthesized model of CSB for explaining the
phenomenon in the context of mobile telecommunication
industry in developing countries. The proposed model
extends existing Push-Pull-Mooring Theory of consumer
switching by incorporating the influence of government
policy, switching intention abortion factors as well as the
psychological, emotional and behavioural consequence of
switching on consumer and their former and new service
providers. Future research to test the proposed model is
suggested. It contributes to the consumer behaviour
literature.
Index Terms— switching behaviour, switching
theories, synthesized switching model.
I. INTRODUCTION
BUSINESS organizations in today’s dynamic marketplace are
increasingly being customer-oriented, realizing the
importance of keeping customers in a long-term
relationship. Though customer retention is crucial, it is
equally important to explore and examine the factors that
can cause customers to switch service firms. This is simply
because to keep current customers, it is important for firms
to understand why customer switches. Conceptually,
consumer retention and consumer switching behaviour are
two different marketing constructs that have unique
theoretical and managerial implications. The subject of
Consumer Switching Behaviour (CSB) has gained
considerable attention, since the past decade, among
scholars and practitioners in the marketing literature,
probably, because of its likely impact on the survival,
profitability and growth of the business enterprise [1], [2].
Many attempts have been made in the past to present
theories on CSB in different context. However, in more
recent times more theories have been developed in the CSB
literature. The present paper attempts to provide more
current and chronological review of existing theories on
CSB. It also proposes research agenda for developing
theories of CSB in developing country context in general
and in the mobile telephony context in particular.
II. THEORETICAL REVIEW
The following sub-section discusses the main theories that
have been developed in an attempt to conceptualise
consumer switching behaviour from different industry
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contexts, their methodological approaches, results and
limitations.
A. Product Importance Model-Based switching model [3]
Reference [3] presented a model for explaining consumer
switching in the hospitality industry, specifically in the
lodging sector. Their study was based on the three broad
factors, Context, Control, and Consumer, as developed by
[4] in their ‘‘Product Importance Model.’’ According to the
Product Importance Model, [4] maintain that consumers
consider different products to vary in importance. As a
result, for any given product, the importance varies over a
given group of consumers [5]. These authors described
product importance as ‘‘the extent to which a consumer
links a product to the salient endurance or situation specific
goals.’’ By implication products can be perceived as
instrumental or enduring. It is instrumental where their
importance is temporary and fades away once the purpose of
owning it is achieved [4]. Thus, consumers will switch their
product provider easily after using products/services with an
instrumental importance. For example, the importance of a
restaurant or wine or hotel selected for a birthday party
fades once the function is over.
Again, instrumental importance is displayed when a
consumer selects fine wines on an anniversary celebration
due to the influence of the occasion. But to a wine
connoisseur, the type of wine has an enduring importance.
They will always choose to select a fine wine. Thus, the
importance attached to having fine wine is not just sparked
by an occasion but is intrinsically driven.
Their study found that under Context destination variable
played the greatest role in consumer switching. Under
Control, they found that special deals such as price
discounting were most important factors. Finally, the
authors found that, under the category of Consumer, family
was a major influencer of the service determinants. This
model is limited to the hospitality and hotel industry
considerably since in other service contexts like mobile
telephony, use of services is not occasion-driven and the
importance of a service does not expire or fade with use.
B. A Model of consumers’ service switching Behaviour [1]
One of the earliest theoretical frameworks for explaining
consumer switching was proposed by [1]. The author made
an initial attempt to develop a generalised model of service
switching through an exploratory study using grounded
theory techniques to classify problems, incidents and non-
service factors that could induce service switching as well as
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the consequence of CSB. Using a sample of over 500
respondents in some 45 different kinds of services in North
American context, the study found, in addition to seldom-
mentioned incidents, eight causal antecedents to service
switching behaviour. These antecedents were price,
inconvenience, core service failure, service encounter
failure, involuntary, switching ethical problems, attraction
by competition, and employee response to service failure.
For each of these categories, the author identified several
sub-categories. For example, under price, the author
identified four sub-categories, namely: high prices,
deceptive prices, unfair pricing practices, and price increases
(see Figure 1 for details).
Fig.1. A Model of consumers’ service switching Behaviour
[1]
The study also produced some initial empirical evidence on
relative importance of switching incidents. It found that
forty-five percent of the respondents described switching
incidents composed of a single factor or category, in which
the most frequently mentioned problems were core service
failure, pricing, and service encounter failures. It also found
that 55% of critical switching incidents were complex, in
which those involving two factors was 36%, composed of
core service failure in all cases and one more factor such as
unsatisfactory response to service failure. The most
mentioned critical incidents were in the category of core
service failure (44%), followed by service encounter failure
(34%) and price (30%) and the least important factors were
involuntary switching and ethical problems. Moreover, the
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study provided empirical evidence on the consequence of
switching behaviour. It found that 75% of switchers have
told at least one person who is proximate relative, co-
workers or friend. Most of the switchers engaged in active
search for new providers and 85% of them found new
service providers through active search, while the others
found new providers through marketing communication
such as direct marketing, sales promotion and advertising
media.
However, Keaveney noted that this initial model requires
further empirical evidence for its validation and application
to different service contexts using different methodology
[1]. Their study was a generalised model and its
applicability may not be adequate in identifying all the
attendants and consequence of consumer switching. Again,
the authors noted the need for future research to test actual
cause and effect among the identified variables of their
study, to examine the switching process itself in terms of the
cognitive and affective dimensions, and to conduct parallel
study among other service providers.
C. Service Provider Switching Model [2]
Reference [3] conducted an initial study into the
switching process and developed the ‘‘Service Provider
Switching Model’’ (SPSM). The authors were the first to
develop a theoretically grounded predictive model for
customer switching process in service industry. Their main
purpose was to extend the attitude behaviour literature to
marketing phenomena by exploring the relationship between
general attitude (service quality) and specific behaviour
(switching service providers). Their model, SPSM, was
based on the Theory of Planned Behaviour (TPB) [7]. The
authors integrated the constructs of service quality and
satisfaction and other variables suggested in prior marketing
research into the Theory of Planned Behavior (TPB) to
examine the factors that influence consumer-switching. In
adapting the TPB, [3]argued that:
…because prior research suggests that service
quality/satisfaction and switching costs are important
determinants of switching, and also because it is
believed that service quality should be conceptualized
as a general attitude, it seems appropriate to look at
attitude behavior models that incorporate perceived
costs and concerns themselves with voluntary
switching... the TPB shows promise. (p. 201).
The Theory of Planned Behaviour (TPB) is an expectancy-
value model proposed in the psychology literature that
provides a framework to study and explain behaviour from
intentions in virtually any human behaviour context [7].
The TPB assumes that human beings are rational and makes
systematic use of information available to them and that
people consider the implications of their actions before they
decide to engage or not in certain behaviour. The TPB
asserts that behaviour is determined by Perceived
Behavioural Control (PBC) and the intentions to engage in
that particular behaviour. Thus, intentions and PBC directly
predict behaviour. The central factor in the TPB is the
intention to perform a given behaviour [7]. Intentions
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capture the motivational factors that influence behaviour and
indicate how hard people will work to achieve a given
behaviour. The individual’s intentions to perform a specific
behaviour is held to be determined by a combination of
attitudes toward the behaviour (favourable or unfavourable),
subjective norms (perception of social pressures to perform
or not to perform the behaviour), and perceived behaviour
control (the perceived difficulty or ease of performing the
behaviour). The model has been empirically tested and
validated in several social science context, and has been
practically useful in explaining behaviour ranging from
shoplifting [8], job search [9] to attending a language rights
rally [10]. In their SPSM (Figure 2), [3] conceptualized
Switching Behaviouur and Switching Intentions as
dependent variables. They identified and included the
following variables as independent: service quality,
perceived relevance, satisfaction, attitude toward switching,
subjective norms, and perceived switching cost.
Fig. 2. Service Provider Switching Model [3]
In their analysis, attitude toward switching were found to
be the most important determinant of a customer’s switching
intention, which in turn influences significantly the
switching behaviour of customers. Attitude toward
switching was found to be significantly influenced by
subjective norms, and switching intention was influenced by
satisfaction and service quality. Moreover, the authors found
that switching costs was also an important and significant
factor in addition to service quality and satisfaction in
influencing switching intention.
One of the limitations of the SPSM is that it uses the TPB
which examines only cognitive dimensions and ignores the
affective dimensions or factors that can induce switching
intentions. Again, as admitted by the authors, the SPSM is
limited to few mediating and moderating factors that could
lead to consumer service switching. Their study
recommended the inclusion of other variables found in other
studies for a comprehensive model of consumer switching
process.
D. A Catalytic Switching Model/SPAT [11]
Reference [11] proposed a model for describing the
consumer switching process indicating the various stages
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involved in the consumer switching process. According to
the author, the model purposefully provides a methodology
for analyzing relationships using switching behaviour as a
reference point. The Switching Path Analysis (SPAT)
covers the ending of the former relationship and the
beginning of a new one. The model suggests that three main
elements that are involved in the switching process are
triggers, switching path and switching determinants. They
maintain that the triggers are what causes a consumer to
start thinking about their need for switching [11]. This in
turn puts the consumer on a switching path, and what the
consumer expresses on their path as reasons for switching is
referred to as switching determinants. The model
emphasizes the fact that the results of the switching process
can be either that consumer totally or partially switches.
Later, [12] introduced the concept of configuration into
the switching path model. According to the authors,
configuration represents the energy that determines the kind
of changes in the consumer switching behaviour, whether
the consumer will switch the services provider totally or
switch partially from using some of the services of the
service provider or switch internally reflecting a behavioural
change in pattern of usage, especially in non-competitor
settings. The energy of the configurations of factors may be
combination of Situational, Influential and Reactional
triggers. Situational triggers involve certain factors in the
consumers’ own life such as demographic changes or
changes in work situations that result in switching
considerations. Influential triggers are factors related to
competitive situation that can cause consumers to consider
switching. Reactional triggers refer to critical incidents in
the interactions between customers and service providers
that may cause consumers in the switching path (considering
switching) to finally switch. According to the authors,
Reactional triggers seem to carry more energy in the switch
process. Significantly, these studies provide theoretical
insight into the relative importance of various triggers and
determinants in facilitating the consumers’ decision to
switch.
E. The Switching Process in Retail Banking [13]
Reference [13] proposed a model of consumer switching
behavior in the retail banking industry (Figure 3) using a
sample of 694 respondents in Australia and New Zealand
banking industries. Based on existing literature in the
consumer complaining behaviour literature, the authors
argued that the consumer switching process in retail banks
usually starts with a dissatisfaction or problem situation in
the service provider-consumer relationship to which the
consumer may either make complaint or not make
complaint. The authors maintain that consumers are more
likely to complain where the problem is more of a manifest
kind that present clear evidence that a problem exist such as
billing errors and service mistakes. On the other and,
consumers are more likely to avoid complaining where the
problem is one of judgement that are characterized by the
degree of uncertainty and perceptions involved such as
inconvenience of location and pricing problems. They
maintain that consumers who experience judgemental
problems are more likely to avoid making formal complaint;
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rather they quit and switch to other service providers.
Through a cross-sectional survey using self-administered
structure questionnaire, and the use of quantitative
techniques in their analysis, the authors found that three
categories of problems generally influence consumers
switching behaivour.
Fig. 3. The Switching Process in Retail Banking [13]
These were: core service failure, pricing problems and
denied services. In addition, consumers’ evaluation of
service recovery was also identified as an important factor
influencing switching decisions. Again, “pricing problems”
was the most important factor influencing switching
decision, contradicting a bit of the findings of [1] that core
service failure was the most important determinant of
consumer switching. It also found that although majority of
the defecting consumers voiced their complaints, they were
silent about their pricing problems.
The study contributed to extant literature on consumer
switching by introducing the influence of consumer
complaint behaviour as a determinant of CSB. Their study
was limited in many respects. First it was related to only the
retail banking industry which makes it narrow in providing
explanation for all factors affecting consumer switching in
other industries like the mobile telecom settings. Again, it
focused more on the transactional issues that cause service
switching. Above all it examined only one side of consumer
switching, thus, the switched from dimension, but did not
examine the issues in the switched to dimensions.
F. A Three-Component Model of Consumer Commitment to
Service Provider [14]
Reference [14] made another attempt to provide a
framework for understanding consumer switching from a
relational perspective instead of transactional perspective..
Their purpose was to address the role of consumer
commitment on consumer switching intentions. In this
model, the consumer is equated to an employee and the
service provider was equated to an employer. The authors
addressed the multi-dimensionality of the commitment
construct which, though is central to the relationship
marketing paradigm, has been loosely defined. The authors
drew on [15] concept of commitment in organisational
behaviour literature by to develop “A three-Component-
Model of Customer Commitment to Service Providers” (see
Figure 4).
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Fig. 4. A Three-Component Model of Consumer
Commitment to Service Provider [14]
Reference [15] conceptualized commitment as three
dimensional (affective, normative, and continuance
commitment). The Meyer and Herscovitch framework is
appealing in building and understanding consumer
switching since commitment is central to the relationship
paradigm [16]. According to [15] is “A force that binds an
individual to a course of action of relevance to one or more
targets. As such, commitment is distinguishable from
exchange based forms of motivation and from target
relevant attitudes and can influence behaviour even in the
absence of intrinsic motivation or positive attitudes.” (p.
301).
In organizational behaviour, commitment is treated as a
psychological force that has positive effects on the
organisation. Employees who exhibit commitment to an
organisation are likely to show positive outcomes that are
reflected in the length of time a person stays with the
organization, the endurance an individual stays with the
organization or is prepared to endure hardship with an
organisation, works longer, protects company assets, shares
beliefs and goals, is a happy employee, and invests freely in
achieving the desired outcome [17]. In a similar way, [14]
contended that, when the commitment theory is examined in
the light of consumer switching, commitment should be
perceived as the positive psychological motivation that will
provoke an enduring relationship between the consumer and
the service provider. The authors found empirical support to
the fact that consumer commitment to a service provider can
be conceptualised as a three-fold construct. Consumers may
stay because they want to (affective commitment) or ought
to (continuance commitment) or have to (normative
commitment). The authors proposed the inclusion of all the
three types of commitment in future studies to better
understand the consumers’ willingness to stay or switch
from a service provider.
Some of the limitations of this model are that it is limited
to the auto-repair industry. Again, though it improves the
existing uni-dimensionality of commitment in the marketing
literature to a multi-dimensionality, it focuses on only one
side of the concept of switching, where the consumers
switches from one service provider and not issues regarding
the switching to a new relationship with another service
provider.
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G. Push-Pull-Mooring (PPM) Migration Model of Service
Switching [18]
Bansal et al. (2005) attempted again to present a unifying
framework for understanding the complexity of the process
of consumer switching, called Push-Pull-Mooring (PPM)
migration model (see Fig. 5). The authors identified the
issue of linearity that is displayed by existing models of
consumer switching and indicated the need for a more
elaborate framework that would minimize the risk of
developing strategies that either overemphasize or
understate the significance of certain variables as pointed
out by [19]. This time, the authors borrowed ideas from
human geography to explain marketing phenomenon. To
them the movement of people from one place to another in
human geography provided a correspondence between
consumers switching from one service provider to the other.
Reference [18] modelled consumer switching intention
utilizing the adapted human migration models for examining
consumer switching. This seemed appropriate and reflected
the work of [20] who had already indicated the similarity
between consumer-switching and human migration,
showing that just as individuals shop for goods by
comparing prices and many other feathers, potential
migrants compare the attributes of alternative locations and
express those preferences by moving to the location that best
satisfies them [20]. The PPM model of migration was first
developed by [21] and [22] and modified by [23]. This
theory holds that negative factors existing at the origin push
people away, while positive factors at the destination pull
people in. These push and pull factors do not work
interdependently with the mooring factors.
Fig. 5. Push-Pull-Mooring (PPM) Migration Model of
Service Switching (Bansal, Taylor and James, 2005)
The mooring factors are equivalent to the moderating
variables, and act to either encourage migration or to deter
the potential migrants from leaving their home or origin.
Though mooring factors in migration literature were
identified as personal and social factors that impact
migration decisions as well as migration intentions and
actions [22], it could be extended to include any variable
that has the potential of encouraging or deterring the process
of migration.
In their framework, the authors identified from the
marketing literature push factors like low service quality,
low satisfaction, low value, low trust, low commitment, and
high price perception. The only pull factor identified was
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alternative attractiveness. The mooring effects included
factors such as unfavourable attitude towards switching,
unfavourable subjective norms, high switching cost,
infrequent prior switching behaviour and low variety
seeking. Again the authors defined and presented a typology
of switchers and their switching behaviour in comparison to
the terminologies in the PPM migration theory. The model
was further used to suggest new predictors of switching. In
their analysis, the authors segmented migrants/switchers into
refugees (consumers forced to switch), nomads (consumers
that keep moving from one service provider to another),
return migrants, and people with multi-residence, referred to
as polygamous buyers. The model also examined the
cultural implications pertaining to consumers who switched
from and switched to service providers.
The authors admitted that their model, though
comprehensive did not capture every possible moderating
factor such as culture and personality traits, and called on
future research to utilise the PPM model in filling up other
gaps in the switching behaviour literature.
H. General System Theory of Consumer Switching
(GSTCS) [24]
In the GSTCS the authors argue that besides the PPM
framework of [18], most other models have viewed the
consumer switching process as uni-linear, or simply as a
cause-effect type of relationship and are restrictive and do
not reflect, in reality, all of the components of a given
phenomenon. The authors maintain that the consumer-
service supplier relationship can be viewed as a system in
which a change in the nature of one component affects every
other component [25], which is perfectly captured by The
General Systems Theory (GST). Based on the GST, the
authors propose an alternative framework of consumer
switching for the hospitality industry, thus the GSTCS, to
examine dimensions of consumer switching phenomenon
that are deeply interrelated. The authors traced the
conceptualization and philosophical roots to the General
Systems Theory (GST) to the German philosopher Hegel
(1770–1831) and the biologist [26] Bertalanffy (1955). In
applying the GST to consumer switching, the authors
indentified the following elements as the basic elements of
the Switching System: the consumer, the regulatory sub-
system, feedback loop, the external environment, and
internal resources of a firm. One limitation of this theory is
that it is yet to be empirically validated.
I. Agency Theory of Consumer Switching [27]
Reference [27] attempted to propose a framework for
understanding consumer switching based on the agency
theory. Their purpose was to use the agency theory to
emphasize switching cost and introduce new categorization
of such costs, address the relationship between switching
and untapped issues such as information utilities, risk
attitudes of buyers and marketers, and moral hazards, and to
address the cross-cultural, cross-context and cross-industry
empirical testing and verification of several controversies of
switching behaviour.
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 Agency theory holds that an agency relationship exists
when one or more individuals hire others, called agents in
order to delegate responsibilities to them. This relationship
thrives on the assumption that those agents are able to
perform those duties and responsibilities to the best of their
expertise in a particular area of specialization. The rights
and responsibilities of the principal and the agents are spelt
out clearly in the contractual relationship. The terms and
conditions governing the relationship regarding the chosen
compensation arrangement for agents, information system
for monitoring, allocation of ownership rights are clearly
outlined [28].
In their conceptual paper, [27] conceptualized the
switching behaviour decision situation phases as analogous
to agency relationship. In their perspective, the process of
switching behaviour include need recognition, information
search and processing, evaluation of motives for/barrier to
switching, the switching action and post-switching
evaluations are mainly the genuine responsibility of the
brand switcher. The brand switcher is equated to the
principal and the service provider is equated to the agent.
The consumer (principal) and two agents competing to
introduce their services to the principal where one of them is
the present brand (actual agent) aiming to retain the
principal, and the other is the new brand (potential agent
aiming to attract the principal). Each of these agents could
motivate or discourage the switching decision [27].
This agency situation is expected to involve three agency
cost, each of which is acting as a barrier or motive for
switching. These are information asymmetry, moral hazard
and discrepancy in risk attitude. Their study provides new
directions for extending the theoretical basis of the
switching behaviour phenomenon. This model however
requires further empirical validations in different industry
contexts.
J. Prospect Theory of switching behavior [29]
More recently, [29] have also presented a proposed
theoretical framework for consumer switching behaviour
that is applicable to both industrial and consumer markets.
Their theoretical model utilised the Prospect theory
developed by [30] to explain the attitude of consumers
toward the risk of switching from one service provider to the
other.
The prospect theory (Kahneman and Tversky, 1979) has
been found as a replacement of the expected utility theory as
the model of choice (Plous, 1993) in explaining people’s
aversion to risk, which has been a topic of interest to
sociologists, economists and business psychologists.
Prospect theory states that an individual in a loss situation is
more likely to make a risky financial decision than when
they are in a gain frame. The theory basically maintains that
a person's tendency to make a more or less risk-averse
decision actually varies in accordance with the frame in
which they find themselves at the time of making that
decision; where there is a tendency to risk aversion in a gain
frame and toward risk acceptance in a loss frame.
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According to [29], prospect theory is applicable to the
switching behaviour context in that, if a customer has a
strong relationship with a service provider they are in a
positive frame; so prospect theory predicts that risk aversion
will be displayed when considering switching, even if using
that new service provider offers a significant advantage.
This outcome occurs because switching firm involves a
certain amount of risk, as there are unknown factors to
consider. In the opposite situation, where a customer is
within a relationship with a service provider and then that
firm increase, say their price, then the customer's frame
becomes a loss situation. Thus, prospect theory predicts that
switching is more likely as there should be a more positive
attitude to risk displayed in this frame. (p. 874).
One major limitation of this model is that it requires
empirical validation of its constructs in different industry
contexts for its generalisability.
A summary of the reviewed theoretical models are
presented in Table 1.
III. LITERATURE GAPS AND RESEARCH AGENDA
First of all, from the theoretical models reviewed so far,
with the exception of generalised models of consumer
switching of service providers (e.g. [1], [6], [14]), few
theoretical models in the extant literature focus specifically
on the phenomenon of consumer switching in specific
industry context; this dearth of theoretical models is
especially acute in research on CSB in the mobile
telecommunication industry. Differences in phenomenon
may differ from culture to culture and from one industry
context to the other, therefore for a phenomenon to be well
understood, a variety of theories are needed to provide a
variety of frameworks for examining the phenomenon in
question within specific contexts. In the words of [31]:
…without adequate theories, it is not clear what
guidelines would be involved to determine the types of
migration (consumer-switching), social and economic
data to be collected or how such information would
contribute to the cumulative undertaking of (consumer-
switching) process migration (p. 274).
It becomes critically important to extend our understanding
of consumer switching behaviour in the mobile telephony
industry in developing country context because
‘‘…. theoretical grounding for the study of the
consumer-switching phenomenon is required if the
objective of systematic investigation is to be
accomplished’’ [6, p.201].
Much of the CSB literature focus on the phenomenon in
developed country industry contexts in general. Little is
known about CSB phenomenon in developing country
context. Given that developed and developing countries are
significantly different in many respects [32] and [33], it
becomes critically important to examine CSB from
developing country contexts to better connceputalise the
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phenomenon. consumers’ service (1995) contexts in
switching Behaviour developed
Developing countries’ mobile telephony market has country
witnessed a tremendous increase in subscriber growth rate 3 A Catalytic Roos Telecom in
as well as revenue rate for most firms in the industry. There Switching (1999b) developed
are over 68 mobile telecom operators in developing Model/SPAT country
countries in Africa and the Middle East. 4 Service Provider Bansal and Developed
Switching Model Taylor country
Competition has been keen in the industry over the past (1999)
two decades following the deregulation in 5 The Switching Colgate and Retail Bank in
telecommunication sector in many developing countries in Process model Hedge Australia and
Africa and Asia. Consequently it has become more easier (2001) New Zealand
than ever, for customers to switch to use other service 6 Three-Component Bansal, Auto-repairs and
providers network services for different mobile services – Model of Consumer Irving and hairstyling
internet, call, SMS, MMS, Conference calls, among others. Commitment to Taylor services in
Switching between telecommunication services is also Service Provider (2004) Canada
becoming easier following the implementation of Number 7 Push-Pull-Mooring Bansal, Auto-repairs and
Portability Policy (NPP) in many developing countries like Theory Taylor and hairstyling
Ghana. As a result consumers could use the same mobile James, services in
telephone number on different mobile telecom networks. (2005) Canada
Again, the proliferation of mobile devices and their 8 General Systems Njite, Kim Hospitality
corresponding low cost has also enhanced the possession or Theory of Consumer & Kim industry in
use of more than one mobile phone by individual customers. switching (2008) Developed
Consequently, consumers are able to use more than two country
service providers’ networks concurrently and thus could 9 Agency Theory of Aish, Advertising-
easily switch to a competitor service provider in a matter of Consumer switching Kortam and agent
seconds and at the least displeasure or interruption in service Hassan relationship in
quality. The advancement in technology, desire to increase (2008) Egypt
market share, developed regulatory frameworks, new 1 Prospect theory of Marshall, Financial market
government policy (e.g.: mobile number portability), consumer switching Huan, Xu, in Western and
increased expertise and the number of industry players, have Nam, (2011) Eastern world
set the tone for increased competition that has implications
for consumer switching behaviour.
Again, the SMCS will extend the PPMT by using
abortion theory to understand the factors that can cause
This proposed study will attempt to fill this gap by
consumers to abort their intention to switch (intention
developing and empirically validating a conceptual model of
abortion factors) in their switching process or path.
CSB in the context of mobile telecommunication networks
Moreover, the proposed model will further the PPM model
in developing country context. It will utilise constructs in by using stimulus-response theory to conceptualise the
the existing marketing literature as well as draw on the psychological, emotional and behavioural consequence of
existing models and exploratory critical incidents technique
switching on the individual switcher in relation to the former
to develop context-specific variables towards A Synthesized
service provider and the new service provider, and the
Model of Consumer Switching (SMCS) that explains
conditions under which switchers are likely to switch back
consumer switching in mobile telecommunication industry to their former service provider. Furthermore, the proposed
in developing country contexts. model will examine the influence of selected demographic,
psychographic, religious, and other consumer characteristics
The conceptual framework, the SMCS, will include push,
on CSB.
pull and mooring factors adopted from the Push-Pull-
Mooring Theory (PPMT) in conceptualising the antecedents
IV. FUTURE RESEARCH
and moderators of switching intention and behaviour. It will It is hoped that this literature review will be followed by
extend the PPMT by including government policy of mobile an empirical study to test the proposed model of CSB in
number portability as a macro business environment factor
Ghana’s mobile telecommunication industry (GMTI). It will
that could influence CSB as suggested by recent theories
be a cross-sectional survey of customers of the five full
[24].
licensed and operating mobile telecommunication operators
in Ghana. This study will unearth the critical and unique
TABLE I antecedents and consequence of CSB in developing country
SUMMARY OF CONSUMER SWITCHING MODELS/THEORIES
context in general, and in GMTI in particular to further
Switching Author (s) Industry theoretical discourse and offer useful managerial
model/theory Context implications. It is also proposed that future research should
1 Product Importance Morgan and Hospitality in develop more theories and models to explain CSB in
Model-Based Dev (1994) developed different industry contexts.
switching model country V. CONCLUSION
2 A Model of Keaveney Many service This paper presents a comprehensive review of key

www.theinternationaljournal.org > RJSSM: Volume: 02, Number: 03, July-2012 Page 80

theories and models of CSB, their limitations and
contributions. It justifies the need for more theoretical
models in understanding the concept of CSB from different
industry context in developing country context. Given that
switching is more prevalent in competitive business
environment, and the keen competition in the GMTI, the
paper, proposes a synthesized model of consumer for the
mobile telecommunication industry in developing countries
like Ghana.
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***
www.theinternationaljournal.org > RJSSM: Volume: 02, Number: 03, July-2012
Simon G. Nimako (B.Ed, MSc. PhD candidate). This
author was born in Ghana, obtained his Bachelor of
Education in Management Studies Education from
University of Education, Winneba (UEW) in 2006 and
obtained his Master of Science in Marketing and e-
Commerce from Lulea University of Technology, Sweden
in 2009. He became a Senior Member (SM) of UEW in
2010. Currently, he is a PhD student at the Accra Institute of
Technology, Ghana. His research interest is in the area of
Marketing, Business Management, Organizational
Behaviour and Business Ethics.
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