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Why switch? The role of customer variety-seeking and engagement in driving service switching intention

Menidjel, Choukri ; Hollebeek, Linda LU ; Urbonavicius, Sigitas and Sigurdsson, Valdimar (2023) In Journal of Services Marketing 37(5). p.592-605
Abstract
Purpose
This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role of customer relationship proneness in this association.

Design/methodology/approach
To test the hypotheses, the authors deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling.

Findings
The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching... (More)
Purpose
This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role of customer relationship proneness in this association.

Design/methodology/approach
To test the hypotheses, the authors deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling.

Findings
The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching intention.

Originality/value
Though scholarly acumen of customer engagement is rapidly developing, little remains known regarding its theoretical interface with customer variety-seeking and switching intention. Addressing this gap, the authors test a model exploring the mediating role of customer engagement in the association of customer variety-seeking and switching intention, and the potentially moderating role of customer relationship proneness in the association of customer engagement and service switching intention.
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author
; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Journal of Services Marketing
volume
37
issue
5
pages
14 pages
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:85148301321
ISSN
0887-6045
DOI
10.1108/JSM-04-2022-0122
language
English
LU publication?
yes
id
8b2afacc-91cb-4e47-89c8-5dff03e40137
date added to LUP
2023-02-20 10:08:30
date last changed
2023-10-26 14:51:07
@article{8b2afacc-91cb-4e47-89c8-5dff03e40137,
  abstract     = {{Purpose<br/>This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role of customer relationship proneness in this association.<br/><br/>Design/methodology/approach<br/>To test the hypotheses, the authors deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling.<br/><br/>Findings<br/>The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching intention.<br/><br/>Originality/value<br/>Though scholarly acumen of customer engagement is rapidly developing, little remains known regarding its theoretical interface with customer variety-seeking and switching intention. Addressing this gap, the authors test a model exploring the mediating role of customer engagement in the association of customer variety-seeking and switching intention, and the potentially moderating role of customer relationship proneness in the association of customer engagement and service switching intention.<br/>}},
  author       = {{Menidjel, Choukri and Hollebeek, Linda and Urbonavicius, Sigitas and Sigurdsson, Valdimar}},
  issn         = {{0887-6045}},
  language     = {{eng}},
  month        = {{02}},
  number       = {{5}},
  pages        = {{592--605}},
  publisher    = {{Emerald Group Publishing Limited}},
  series       = {{Journal of Services Marketing}},
  title        = {{Why switch? The role of customer variety-seeking and engagement in driving service switching intention}},
  url          = {{http://dx.doi.org/10.1108/JSM-04-2022-0122}},
  doi          = {{10.1108/JSM-04-2022-0122}},
  volume       = {{37}},
  year         = {{2023}},
}