New Paradigms: Operationalising Push–Pull-Drag-Deter-Mooring Theory in Marketing

Purpose: This paper proposes theoretically sound methodological approaches to the measurement and evaluation of dimensions of the Push–Pull-Drag-Deter-Mooring (PPDDM) theory proposed for consumer switching behavior (CSB) in Marketing. Design/Methodology/Approach: It draws from the literature and empirical illustration from a sample of 356 respondents to addresses key operationalisation issues and steps to be followed in testing the PPDDM model in service contexts. Findings: The PPDDM theory is an extension of PPM migration theory. The model generally implies a first-order reflective, second-order formative construct. The first-order PPDDM constructs can be determined using a two-stage simultaneous approach, a two-stage sequential approach and one-step all-factors approach as discussed. A two-in-one measurement item strategy is proposed for qualitative research and a two-stage measurement approach is proposed for quantitative research applying the PPDDM. Moreover, results from the empirical illustration supported 10 of the 12 hypothesized relationships in the PPDDM model. Notably, the theoretical extensions of drag and deter constructs made significant effect in the consumer switching process. Implications/Research Limitation: Researchers applying the PPM and PPDDM must pay due attention to key operationalisation issues to ensure valid and reliable research results. Practical Implication: The findings of the study provide direction for policy makers and telecom managers on the methodologies for operationalizing PPDDM in CSB research in marketing. Originality/Value: There is paucity of literature addressing the stages and methods to correctly measure the theoretical constructs of PPDD. This current study is an attempt to address the issue to advance knowledge in methodology in marketing theory.