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

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 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.