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

 
2007 Annual International CHRIE Conference & Exposition 
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Theories of consumer switching are still developing, but one thing clear is that traditional causal thinking 
will not be adequate in explaining consumer switching. The assumptions that underlie most models such as 
independent and antecedent factors or sets of causal factors remain simplistic for comprehending the phenomenon of 
consumer switching. Like von Bertalanffy (1955) states: 
“We may state as characteristic of modern science that this scheme of isolable units acting in a one-way 
causality has proved to be insufficient. Hence the appearance in all fields of notions like wholeness, 
holistic, organismic gestalt…etc which all signify that in the last resort, we must think in terms of systems 
of elements in mutual interaction.”
Given the need for a more dynamic and non-linear model to understanding consumer switching, this article 
will explore the applicability of the GST to service and examine consumer switching. In doing so, the article will 
contribute to the service literature in a number of ways. In addition to the existent/proposed models (see Keveaney, 
1995; Bansal & Taylor, 1999a; Bansal, et al., 2005), the GST proposes an alternative framework that provides a 
unified understanding of consumers’ switching behavior. At present, the marketing literature has limited numbers of 
models that examine consumer switching of service provider. Also, 0ther than just examine why consumers switch 
service providers the GST model provides a more holistic perspective that examines this consumer behavior as a 
function of a system, influenced by and influencing the system in which it takes place.