The influence of inertia on brand switching behaviour

David Gray, Steven D'Alessandro, Leanne Carter

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

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.
Original languageEnglish
Title of host publicationLooking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Subtitle of host publicationProceedings of the 2013 World Marketing Congress
EditorsColin Campbell, Junzhao (Jonathon) Ma
PublisherSpringer
Pages779-787
Number of pages8
ISBN (Electronic)2363-6173
ISBN (Print)9783319241821
Publication statusPublished - 2016
Event2013 World Marketing Congress: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing - The Langham Melbourne, Melbourne, Australia
Duration: 17 Jul 201320 Jul 2013
https://link.springer.com/content/pdf/bfm%3A978-3-319-24184-5%2F1.pdf

Conference

Conference2013 World Marketing Congress
CountryAustralia
CityMelbourne
Period17/07/1320/07/13
Internet address

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