Differences between stayers, switchers, and heavy switchers : A study in the telecommunications service market

Purpose The purpose of this paper is to identify and compare different groups of customers’ perceptions (i.e. stayers, switchers, and heavy switchers) of several loyalty antecedents such as satisfaction, trust, service quality, switching costs, marketing communication, and loyalty itself. Design/methodology/approach This study was carried out based on data collected through a questionnaire from 353 telecommunication services users in Portugal and using confirmatory factor analysis (CFA) and analysis of variance. Findings The three types of customers – stayers, switchers, and heavy switchers – clearly differ among themselves. Stayers differ from switchers regarding their communication efforts perceptions, and from heavy switchers in their loyalty, satisfaction, and trust levels. Switchers differ from heavy switchers in their loyalty levels. Research limitations/implications Future research should examine differences between customers taking into account the impact of their personality, price sensitiveness, and orientation toward the adoption of new technologies. Practical implications As there are several differences among stayers, switchers, and heavy switchers, companies should not only recognize the heterogeneity of their customer base, but also target their marketing efforts accordingly. Originality/value This study is one of the few identifying groups of customers perception’s toward service providers. It also complements previous research by splitting them intro three different groups and by analyzing their behaviors across a set of previously unexamined marketing variables.