Theoretical Review of Migration Theory of Consumer Switching Behaviour

L. Y. Boakye ()
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L. Y. Boakye: Accra Institute of Technology

A chapter in Sustainable Education and Development – Sustainable Industrialization and Innovation, 2023, pp 673-688 from Springer

Abstract: Abstract Purpose: The paper proposes the Push-Pull-Drag-Deter-Mooring (PPDDM) migration theory as a theoretical extension to the Push-Pull-Mooring (PPM) migration theory in the consumer switching behaviour (CSB). Design/Methodology/Approach: The proposed study employs a mixed study design involving a qualitative focus group interview and a quantitative cross-sectional survey design. Findings: Based on a thorough review of PPM theory and relevant empirical studies, the paper identifies a theoretical gap that, the existing PPM migration theory of CSB completely ignores the simultaneous role of positive origin (firm) effects, termed drag dimension, and negative destination (competitor) effects, termed deter dimension in the switching process. While this gap has already been pointed out by previous studies, future research is yet to give attention to the PPM migration theory of CSB. Research Limitation/Implications: Theoretically, the proposed PPDDM of CSB presents a more complete and realistic picture of the competing factors in the consumer switching process, that better explains consumer migration or switching behaviour from one service provider to another, than the existing PPM does. The main limitation is that the proposed theory is yet to be tested with empirical data. Practical Implications: This paper contributes to theory development in the CSB literature and advances the frontiers of knowledge in Marketing theory and practice. Originality/Value: This paper incorporates these ignored or neglected dimensions (drag and deter) in addition to those existing in the current PPM to develop a new theory of Push-Pull-Drag-Deter-Mooring (PPDDM) migration theory of CSB, as a major extension of the PPM theory of CSB.

Keywords: Consumer behavior; Deter; Drag; Migration theory; Switching (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-25998-2_52

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DOI: 10.1007/978-3-031-25998-2_52

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