The mediating effect of satisfaction on consumers' switching intention

Most previous research on consumers' switching intention has focused on individual variables that have immediate effects on consumers' intentions or behaviors, rather than analyzing it as a complex phenomenon. This article provides evidence that some service provider behaviors precipitate...

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Bibliographic Details
Published in:Psychology & marketing 2007-06, Vol.24 (6), p.511-538
Main Authors: Antón, Carmen, Camarero, Carmen, Carrero, Mirtha
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Customer relationship management
Customer satisfaction
Impact analysis
Studies
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Summary:Most previous research on consumers' switching intention has focused on individual variables that have immediate effects on consumers' intentions or behaviors, rather than analyzing it as a complex phenomenon. This article provides evidence that some service provider behaviors precipitate relationship dissolution, whereas other behaviors create a predisposition to switch. This different effect is observed through the mediating effect of customer satisfaction. While poor service quality and low firm commitment undermine consumer satisfaction and have only an indirect effect on switching intentions, price unfairness and anger incidents have a strong effect on switching, both directly and indirectly through satisfaction. Implications are discussed for customer relationship management. © 2007 Wiley Periodicals, Inc.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20171