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

 
2007 Annual International CHRIE Conference & Exposition 
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But all these models can be considered having viewed consumer switching process as very uni-linear or 
simply a cause-effect type of relationship or movement. We propose that this perspective is very restrictive and does 
not emphasize that all the components within the switching process are interrelated. A change in the nature of one 
component can have an effect on all others (Ackoff, 1981). Thus, such a relationship can only be better understood 
if consumer switching is perceived as a holistic system. The General Systems Theory is therefore deemed 
appropriate to examine consumer-switching behavior. The following sections shall examine the GST followed by its 
proposed application to the study of consumer switching.