Access Convenience of Competitor: The Insulating Effects of Service Quality and Satisfaction on Switching Intent

The study investigates the effects of service quality perceptions and satisfaction with the current service provider on a customer's intent of switching to a more conveniently located competitor. Data were collected from 250 clients of a people-based service. The results suggest, as perceived levels of satisfaction increase, the less likely the customer is going to switch to a more conveniently located competitor and, hence, the more loyal he or she remains. The results also suggest that the impact of service quality on a customer's propensity to switch is mediated by satisfaction. This research supports service quality and satisfaction as important switching barriers even when the competitor is more conveniently located.