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Exploring the customer's intention to switch firms: The role of customer‐related antecedents
Author(s) -
RevillaCamacho MaríaÁngeles,
VegaVázquez Manuela,
CossíoSilva FranciscoJosé
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21043
Subject(s) - structural equation modeling , antecedent (behavioral psychology) , organizational citizenship behavior , variance (accounting) , partial least squares regression , loyalty business model , business , citizenship , psychology , marketing , loyalty , customer satisfaction , customer relationship management , customer delight , customer retention , service (business) , social psychology , service quality , organizational commitment , computer science , political science , accounting , machine learning , politics , law
This study examined the customer‐related antecedents of the customer's intention to switch firms. Customer citizenship behavior was a key element in this study. Scholars have extensively studied the antecedents of customer citizenship behavior. However, the way that customer citizenship behavior relates to other attitudinal variables and the intention to switch has scarcely been analyzed. The proposed hypotheses were verified using partial least squares variance‐based structural equation modeling applied to 947 users of beauty care service firms in five countries. The results suggest that customer citizenship behavior is an antecedent of satisfaction, trust, and attitudinal loyalty. Two of these variables influence customers’ intentions to abandon relationships with the service provider. The implications of these findings enhance managers’ and scholars’ understanding of the determinants of customers’ intentions to switch firms.