Push-pull factors in migration to regional areas: A service marketing perspective and research agenda

Understanding the net flows of populations in and out of regional areas has been seen as an important issue for both scholars and policy makers (Eliasson, Westlund, & Johansson, 2015; Lee, 1966; Longino, 1992; Macisco & Pryor, 1963; Moon, 1995; Ravenstein, 1885). In particular, it is noted that the perception of factors encouraging or discouraging migration are as important as known objective factors (Lee, 1966; Lewis, 1982). Interestingly, research on the migration push-pull model, has been successfully applied to the area of switching service providers in marketing (Bansal, Taylor, & St. James, 2005). In this paper we propose that there are a number of research propositions from the service marketing application of migration theory, which are relevant to regional development. These include the motivations to relocate (or push factors) such as satisfaction with current living arrangements, value for money of current location and bill shock. Pull factors such as benefits of relocation, attitude towards alternative locations and the use of recommendations. Moderating factors which may prevent relocation or migration, include switching costs and the impact of inertia. A conceptual model is presented in this paper of these factors, which outline a possible research agenda for policy makers and academics in this area. We conclude that service marketing has much to offer in understanding important switching decisions, especially the life changing events of relocation.