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Journal of the Academy of Marketing Science
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"Migrating" to New Service Providers: Toward a Unifying Framework of Consumers’ Switching Behaviors

Harvir S. Bansal

Wilfrid Laurier University, Canada, hbansal{at}wlu.ca

Shirley F. Taylor

Queen’s University, staylor{at}business.queensu.ca

Yannik St. James

Queen’s University, ystjames{at}business.queensu.ca

This article explores the applicability of a model of migration from the human geography literature as a unifying, theoretical framework for understanding consumers’ service provider switching behaviors. Survey data from approximately 700 consumers are used to examine the usefulness of the push, pull, and moorings (PPM) migration model. The PPM migration model performs better than an alternative model; all three categories of antecedents to switching (migration)—push, pull, and mooring variables—have significant direct, and some moderating, effects on switching intentions.

Key Words: service provider switching • migration

Journal of the Academy of Marketing Science, Vol. 33, No. 1, 96-115 (2005)
DOI: 10.1177/0092070304267928
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