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The influence of inertia on brand switching behaviour
conference contribution
posted on 2023-05-23, 14:33 authored by Gray, D, Steven D'Alessandro, Carter, LUnderstanding 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.
History
Publication title
Looking forward, looking back: drawing on the past to shape the future of marketing. Developments in marketing science: proceedings of the Academy of Marketing ScienceEditors
Campbell Colin, Junzhao MaPagination
779-787ISBN
978-3-319-24182-1Department/School
TSBEPublisher
Springer, ChamPlace of publication
AustraliaEvent title
2013 World Marketing CongressEvent Venue
Mebourne, VictoriaDate of Event (Start Date)
2013-07-17Date of Event (End Date)
2013-07-20Rights statement
Copyright 2016 SpringerRepository Status
- Restricted