Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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to be presented is deemed necessary because consumers constantly seek to improve their conditions even further. 
Besides, the number of substitutes and alternative service providers increase day after day.
Accordingly, this paper seeks to develop further comprehension of the consumer-switching phenomenon 
particularly within the hospitality sector for several reasons; relevant to both practitioner and academic research 
perspectives. In the wake of unprecedented competition in the hospitalty industry, companies are employing all 
possible means of acquiring and retaining customers. The most common practice used in that of guest loyalty 
programs. Despite all the good intentions of the retention programs and efforts, problems of consumer “loss” still 
exist (Ganesh et al., 2000; Dowling & Uncles, 1997), thus, consumers keep moving, with a realization that even 
satisfied consumers still switch the service provider. Another reason that arouses interest for this research is the 
limited theoretical models available to examine this phenomenon. Despite the widespread empirical work on 
consumer loyalty, (e.g. Clark & Maher, 2007), besides the works of Keaveney (1995), Bansal and Taylor (1999a) 
and Bansal, Taylor and St. James (2005), there still exists a dearth of theoretical models in the extant literature that 
specifically focus on consumer switching. At this point it is therefore clear that further “…. theoretical grounding for 
the study of the phenomenon is required if the objective of systematic investigation is to be.” Bansal and Taylor 
(1999a), because, as Goldscheider (1971) states: 
“…without adequate theories, it is not clear what guidelines would be involved to determine the types of 
migration 
(consumer switching)
, social and economic data to be collected or how such information would 
contribute to the cumulative undertaking of migration 
(consumer switching)
process.
Goldscheider (1971) emphasizes the need for theories. One interpretation of this work is that for a
phenomenon to be understood, there is a need for a variety of theories that provide frameworks of examination and 
explanation. Goldscheider’s (1971) suggestion is not out of place. In his book, “
The Structure of Scientific 
Revolutions,” 
Kuhn (1970) suggests that “a scientific community cannot practice its trade without some set of 
received beliefs.” Kuhn argues that scientific research and thought are defined by “paradigms”, or conceptual world-
views, that consist of formal theories, classic experiments, and trusted methods. According to Kuhn, scientists 
typically agree to work within an existing paradigm. In their day-to-day work they seek to extend the scope of the 
paradigm by refining derived theories, explaining puzzling data, and establishing more precise measures of 
standards and phenomena (Kuhn terms this “normal science”). 
In a bid to understand consumer switching concept even further, this paper has three objectives and seeks to 
build on the previous works of Keaveney (1995), Bansal and Taylor (1999a) and Bansal et al. (2005), to develop an 
alternative framework of consumer switching. The objectives are: 
1.
Propose a theoretical framework for examining consumer switching of service providers by utilizing and 
building on constructs and concepts from a multidisciplinary perspective. 
2.
Extend the General Systems Theory/Model (GST) to explore the relationship between systems 
approach/systems thinking and human behavior (consumer switching). 
3.
Provide future research avenues to both practitioners and academics.