Business, Management and Accounting
2 years ago

Over 800 Behaviors Driving Customer Switching in Service Industries Uncovered

Journal of Marketing
Customer Switching Behavior in Service Industries: An Exploratory Study
Susan M. Keaveney

Paper Summary

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Customer switching behavior in service industries can harm companies' market share and profits. A study surveyed over 500 service customers to understand why they switch services. More than 800 behaviors were identified that led customers to switch. Reasons for switching were grouped into eight categories. This research can help service firms improve and retain customers.