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The influence of inertia on brand switching behaviour


Gray, D and D'Alessandro, S and Carter, L, The influence of inertia on brand switching behaviour, Looking forward, looking back: drawing on the past to shape the future of marketing. Developments in marketing science: proceedings of the Academy of Marketing Science, 17-20 July 2013, Mebourne, Victoria, pp. 779-787. ISBN 978-3-319-24182-1 (2016) [Refereed Conference Paper]

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Copyright 2016 Springer

DOI: doi:10.1007/978-3-319-24184-5_189


Understanding the process of switching providers is a topic of much debate and interest amongst market scholars and managers. What has not been studied in-depth until now, is the influence of inertia on customer advocacy, customer satisfaction and switching intentions. Results based on qualitative and quantitative research of 799 mobile phone service customers showed that customer inertial factors such as confusion; competitor attraction (i.e. the lack of perceived differentiation amongst alternative service providers); habit or passivity in continuing with the same product/service supplier; switching costs; customer ambivalence and time constraints can negatively impact customer advocacy, customer satisfaction and switching intentions. The implications for research and management are that customer inertia is a complex variable best uncovered in qualitative research. If used unwisely it has the capacity to allow a brand to temporarily get away with poor service in situations where their clients perceive that there are high costs of changing to an alternative supplier. The longer term costs however are diminished customer advocacy and customer satisfaction.

Item Details

Item Type:Refereed Conference Paper
Keywords:customer inertia, brand switching, switching costs
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138326
Year Published:2016
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-05-04

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