Customer Switching Behavior in Service Industries: An Exploratory Study
Links in very nicely to several other articles, notably Bloemer and Petrick's use of Zeithaml's scale for measuring customer loyalty.
Looks at Critical Incident technique (CIT) - whereby one event (or combination or events) leads to a switch to a rival service provider.
This seems to explain switching behaviour better than an overall dissatisfaction.
The author considers a number of different industries and looks at the key incidents that affect them most.
Good article to make reference to whan considering switching behaviour.
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