Unveiling Interdependencies in Customer Switching Intention: A Fuzzy Delphi and DEMATEL Analysis of Online Tourism Platforms

Navid Mohammadi, Mohammad Sabet, Samy Belaid () and Parastoo Varjavand
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Navid Mohammadi: University of Tehran
Mohammad Sabet: University of Tehran
Samy Belaid: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Parastoo Varjavand: University of Tehran

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Abstract: This study investigates the determinants of customer switching intention in online tourism platforms using an integrated fuzzy multi-criteria decision-making approach. Nineteen critical criteria were identified through the Fuzzy Delphi Method (FDM) based on expert consensus. Subsequently, the Fuzzy DEMATEL technique was employed to analyze the causal relationships among these factors and categorize them into four strategic quadrants based on their prominence and relation. Beyond identifying key determinants, the primary contribution of this study lies in revealing how these factors interact within a structured causal system, thereby offering strategic insights for managing switching behaviors in digital tourism platforms. The study contributes to the literature by incorporating emerging digital elements such as virtual influencers and privacy concerns into an analysis of switching behavior. Practically, it offers a decision-making framework for platform managers to prioritize strategic actions that enhance customer retention and minimize switching. The findings also provide a foundation for future research on interdependent switching mechanisms in digital service ecosystems.

Keywords: Customer switching intention; Online tourism platforms; Multi-criteria decision-making; Fuzzy DEMATEL analysis; Business platforms (search for similar items in EconPapers)
Date: 2026-03-17
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Published in Services Marketing Quarterly, 2026, pp.1-22. ⟨10.1080/15332969.2026.2637393⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05629388

DOI: 10.1080/15332969.2026.2637393

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