Consumer Switching Behaviour: A Theoretical Review and Research agenda



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 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.


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