Switching behaviour model in the Jordanian internet sector: an integration of the TPB and customer loyalty

Abstract

While consideration has been given to the traditional model of relationship marketing, the current research is concerned with advancing our understanding of customer switching behaviour by exploring the influence of customer loyalty on customer switching behaviour. In order to provide a more comprehensive clarification of the switching behaviour of Jordanian internet users, a more in-depth study of the switching behaviour model was conducted by including customer loyalty as the main outcome of the relationship marketing model. The current research is designed to explore the TPB and investigate the influence of including customer loyalty in switching behaviour model in order to present a more comprehensive model of switching behaviour in Jordan. As such, a conceptual model along with four hypotheses are tested with a sample of 464 internet users, and then analysed quantitatively using structural equation modelling - partial least squares (SEM-PLS) method. The findings of the current research provided support for the research model as well as for most of the hypotheses regarding the relationship among the model variables. Particularly, in this paper, the research model presented is distinctive in that it synergistically combines the TPB variables along with customer loyalty in evaluating the switching behaviour of the Jordanian internet users.