Research on customer switching behavior in the service industry

Purpose This study aims to analyze and explain the characteristics and findings in previous studies of switching behavior and identifies the developments within this topic in order to improve its current understanding. Design/methodology/approach The authors construct a literature database of studies published in prominent business and management journals from 1996 to 2013 and conduct an analysis using the variables in the data fields. Furthermore, we execute meta-analysis to combine the research goals of tracing the history of customer switching behavior studies. Findings Satisfaction switching costs and attractiveness of alternatives are the most commonly used predictor variables to explain switching intentions. Switching costs subjective norms and interpersonal relationships moderate the relationship between switching intentions and its antecedents. Customer switching behavior in mobile telecommunication services has received a lot of attention. Practical implications This study assists researchers by examining the type and topic of these studies and the research tools and findings reported in theory. The authors ultimately identify the developmental trend in the literature on switching behavior and propose a direction for future studies. Originality/value This study clarifies the characteristics and findings of previous studies on switching intention from a literature review and improves the current understanding.