SWITCHING PATHS IN CUSTOMER RELATIONSHIPS

It is suggested that a switching perspective will broaden the focus of research on consumer behaviour from the static and episodic to the dynamic. When a customer considers switching, he/she is suggested to be on a switching path, which ends in a change in buying behaviour. Switching determinant configurations reveal the dynamism in customer relationships in what they reveal about switching expressions and behaviour on switching paths, including the amount of time spent on the path. A switching path is divided into the Trigger, the Initial state, the Process and the Outcome. The Triggers are of three kinds: Situational, Influential and Reactional. These categories reflect the impact on the switching path. Accordingly, the trigger directs the switching path and provides it with energy. The character of the Trigger is depicted in the Catalytic Switching Model. The Initial state of the switching path communicates a customer?s involvement with the industry and commitment toward the service provider, and the length of relationship. Dynamism of the path incorporates three different kinds of switching determinants: Pushers, Swayer and Pullers. Complaining behaviour and associated Emotions are also factors relevant to the switching path. The switching perspective incorporates both switched-from and switched-to service providers. Customers may be differentiated according to their willingness to complain and their ability to express emotions in the context of switching. This new perspective thus adds to understanding of factors on the switching-path.