Inclusion of Switching Behaviour into Relationship Marketing Model: A Theoretical Model

Husam Alnaimi, Richard Jones, Helen Perkins

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Relationship marketing authors have attempted to develop distinct models suitable for investigating relationship marketing in different contexts. However, there is no agreement as yet about the antecedents that best capture the characteristics of the relational exchange that influences relationship marketing. Maintaining a long-term relationship with a customer is one of the fundamental factors determining the value that the customer provides to the company. A serious threat to achieving a long-term relationship is the customer’s switching behaviour. This study develops a theoretical model of relationship marketing, which includes customers’ switching behaviour (switchers and stayers), as a vital construct to understand the relationship development process between customers and service providers. Also, hypotheses to specify the association between the underlying models’ constructs were presented as a basis for further study.
Original languageEnglish
Title of host publicationProceedings of ANZMAC 2011
EditorsMartin MacCarthy
Number of pages9
Place of PublicationBrisbane
Publication dateNov 2011
ISBN (Print)9780646563305
Publication statusPublished - Nov 2011
EventThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2011 - Perth Convention and Exhibition Centre, Western Australia, Perth, Australia
Duration: 28 Nov 201130 Nov 2011
Conference number: 2011


ConferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2011
LocationPerth Convention and Exhibition Centre, Western Australia
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