Abstract

While most past switching studies focus on the driver of switching from the original service provider, few of them attempt to understand what happened after switching. The goal of this study is to extend this research stream by investigating into the condition of after switching to another service provider. Based on push-pull-mooring model and expectation disconfirmation theory, we proposed that customers possess both positive and negative expectations toward the new service while making switching decision. The perception or confirmation of those expectations affects satisfaction toward the new service. In addition, customers also compare the performance of new and old service after switching. Such a comparison also has an impact on the perception of regret and satisfaction. Two types of affect impact the following behaviors differently.

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