Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/254187 
Year of Publication: 
2020
Citation: 
[Journal:] European Journal of Management and Business Economics (EJM&BE) [ISSN:] 2444-8451 [Volume:] 29 [Issue:] 1 [Publisher:] Emerald [Place:] Bingley [Year:] 2020 [Pages:] 54-83
Publisher: 
Emerald, Bingley
Abstract: 
Purpose The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the type of service (utilitarian vs hedonic). Specifically, the authors study the effects of alternative attractiveness, post-purchase regret, anticipated regret and past switching behaviour. Design/methodology/approach A representative survey with 800 consumers of mobile phone services (utilitarian) and holiday destinations (hedonic) was carried out. Findings Satisfaction is not a significant antecedent of switching intention in the hedonic service and its effect is marginal in the utilitarian service. In the utilitarian service, the main predictor of switching intention is post-purchase regret, whereas in the hedonic service, the main determinants of switching intention are past switching behaviour and anticipated regret. Originality/value The main contribution of this study is the analysis of the determinants of provider switching behaviour that may explain abandonment by satisfied customers, to see if their influence is greater or smaller than that of satisfaction itself, which has been the most analysed variable. Furthermore, there are expected to be differences between utilitarian and hedonic services, an aspect which is also studied in this work.
Subjects: 
Utilitarian and hedonic services
Switching behaviour
Alternative attractiveness
Anticipated and post-purchase regret
Variety seeking
JEL: 
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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