Theorizing Consumer Switching Behavior: A General Systems Theory Approach

ABSTRACT. This article proposes the General Systems Theory as an alternative theoretical framework for examining consumer switching behavior. In this paper, it is suggested that, even though various models examining this phenomenon have been proposed, they have viewed consumer switching as a uni‐linear behavior or as a simple cause‐effect type of relationship. We propose that these perspectives remain restrictive and fail to emphasize the degree to which all the components within the switching process are interrelated. To further examine this consumer behavior, this article offers a comprehensive definition of the term “consumer‐switching” and suggests future research areas based on the systems theory. The authors thank the two JQAH&T reviewers for their constructive comments and guidance during the preparation of this manuscript.

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