Implementing PPM framework to customer's switching behaviour in dual-channel service supply chain

Dual-Channel Supply Chain (in short DCSC) is a business structure that integrates offline channel and online channels in distributing their products. In DCSC, a consumer may switch easily from one channel to another which can make a conflict between both channels because they have the same potential consumer. This study aims to examine the factors that cause consumers to switch shopping channels in the DCSC structure. Push-Pull-Mooring (PPM) is applied to investigate consumer channel switching behaviour that is implemented in a service company. Push variable includes information searching behaviour, perceived service quality, satisfaction, and perceived price. The pull variable includes switching cost, attitude toward switching, subjective norm. Additionally, mooring variable comprises of alternative attractiveness and responsiveness. The findings indicate that all three variables have a significant effect on switching intention. However, neither of mooring factor on the relationship between push and switching intention nor between pull and switching intention show moderating effects. Partial Least Square-Structural Equation Modelling (PLS-SEM) is applied to analyse survey data from 250 respondents. The result of the interrelationship among variables could be potentially applied in determining operational and tactical strategies to anticipate the volatilities in consumer behaviours.