The influence of active and passive customer behavior on switching in customer relationships

Abstract

Purpose

The purpose of this study is to examine the relationship between active/passive customer behavior and loyalty (responses to switching triggers) in customer relationships.

Design/methodology/approach

A longitudinal study (seven years) is undertaken of the roles of various triggers and active/passive customers in analyzing the processes that lead to customers changing their service provider in the context of the Swedish telecommunications retail industry.

Findings

Triggers affect customers' evaluations of service in different ways and cause varying kinds of behavior, depending on whether the customers are active or passive in their customer relationships.

Originality/value

The study offers new insights into the difference between active and passive customers, which facilitates the design of loyalty‐enhancing communications between providers and their customers.

Citation

Roos, I. and Gustafsson, A. (2011), "The influence of active and passive customer behavior on switching in customer relationships", Managing Service Quality: An International Journal, Vol. 21 No. 5, pp. 448-464. https://doi.org/10.1108/09604521111159771