Exploring the Role of “Drag” Effect on “Push” Effect in Service Switching

Purpose: The purpose of this paper is to assess the moderating and mediating effects of the drag effect (positive or non-negative factors) of a firm on the relationship between push effect and consumer switching intention in a service context as proposed by the Push–Pull-Drag-Deter-Mooring (PPDDM) theory of consumer switching behavior (CSB) in Marketing. Design/Methodology/Approach: Using a quantitative research design, it draws on extant literature to develop a research model based on the PPDDM. It then utilizes primary data from a cross-section of 356 mobile subscribers to test hypotheses of the research model. Findings: The findings validate the presence of both push and drag effect factors existing at the origin (service provider). Secondly, drag effect does not only fully mediates the relationship between push effect and switching intention, but also moderates it significantly. Implications/Research Limitation: The drag effect dimension theoretically proposed by the PPDDM as part of its extension of the mother PPM theory offers novel avenue for researchers to better conceptualise and understand the competing factors that influence consumer switching process beyond what the PPM theory offers. This study was limited to only drag effect dimension, future research should incorporate deter effect dimension to the applicability of the PPDDM to understand better the consumer switching process. Practical Implication: It helps policy makers and telecom managers to manage the interplay between a firm’s positive factors and its negative factors to influence CSB and keep profitable consumers from switching to competitors. Originality/Value: There is dearth of empirical research incorporating both positive and negative firm factors to understand their simultaneous role in the consumer process as proposed by the PPDDM. This study is an attempt to fill this void to advance knowledge in marketing theory for CSB research.