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

BASIC ELEMENTS OF THE SWITCHING SYSTEM 
(i) Switching Barriers
The basic elements in the switching system are identified in figure 1. This figure identifies the the potential 
switcher/consumer (see box labeled~ (i) the consumer that is being influenced to switch from the present service 
provider to another by the stimuli from the environment. These stimuli range from: word of mouth, “expensive” 
service that does not match the consumer expectations, competitor activities such as price deals and discounts as 
mentioned previously, one advantage of using the systems framework, is that attention is focused on both the 
switcher and the sub-systems that are part of the process of consumer switching system.