Selected Papers of the IRIS, Issue Nr 5 (2014)
 

Abstract

Consumer switching can have a considerable effect to company performance through customer retention and acquisition. A literature review in this paper explores what has been researched regarding consumer switching behavior, especially in a context of information systems. In the review several theoretical and research practice related problem areas are identified. As a result, a theoretical contribution is made in a form of a proposal for comprehensive framework for switching. The proposed framework is based upon theory of migration (Lee 1966) and push-pull-mooring framework (Bansal et al. 2005; Moon 1995). The purpose of the proposed framework is to fill the identified gaps and serve for the benefit of future sense making, comparison and evaluation of consumer switching research

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