S of Switching Behavior on Perceived Service Quality and Switching Intentions

Abstract

Switching behavior has been traditionally studied in the context of consumer behavior and brand loyalty behavior. The goal of this research is to help managers and researcher understand the effect of switching behavior on perceived service quality and service loyalty. This research has main three objectives. First, this research will offer a brief synthesis of the extant literature on switching behavior. Second, this research will present the result of a study on the relationship perceived service quality service loyalty and switching behavior as well as attitudes toward switching. Finally, this research also offers potential for significant managerial implications by identifying actions that must be taken by the service provider to reduce switching. The methodology used to test specific hypotheses regarding differences among three groups in terms of perceived service quality, attitude toward switching, switching intentions, and switching behavior was a cross-sectional survey. Questionnaires were administrated using face-to-face interviews across Thailand. A total of 1,535 responses were received and analyzed. Scale reliabilities were computed for measured perceived service quality, attitude toward switching, and switching intentions, yielding Cronbach alpha of 0.9181, 0.8169, and 0.9137 respectively. Confirmatory factor analysis (CFA) revealed an adequate fit model, with statistically significant chi-square statistic (X2 = 20292.3; p< .001) other fit indices computed were GFI (0.541), AGFI (0.451), and RMSR (0.121). The major findings of the study were (1). It confirmed the presence of the switching behavior. A negative relationship was found between customers' perceived service quality and switching intentions; a positive relationship with customers' attitude toward intentions. This might be explained by fact that customers' switching intentions are an outcome of service quality dimensions (e.g. tangibility, responsiveness, assurance, empathy, and reliability). This also might be explained by fact that customers' switching intentions are related attribute of attitude toward switching. (2) The results indicated that customers' perceived service quality was negatively related to customers' switching intentions in switching behavior. In addition, customers' attitude toward switching would positively relate to customers' switching intentions. (3) It shown that these three groups i.e., rotated group, switcher, and lapsed group differed significantly in terms of dimensions of switching intentions (such as preference, price indifference, and dissatisfaction response). Customers' perceived service quality was to expect to statistically positive relate to dimensions of switch intentions.