This article explores the applicability of a model of migration from the human geography literature as a unifying, theoretical framework for understanding consumers’ service provider switching behaviors. Survey data from approximately 700 consumers are used to examine the usefulness of the push, pull, and moorings (PPM) migration model. The PPM migration model performs better than an alternative model; all three categories of antecedents to switching (migration)—push, pull, and mooring variables—have significant direct, and some moderating, effects on switching intentions.

Although research into the determinants of service provider switching has grown in recent years, the focus has been predominantly on transactional, not relational, variables. In this research, the authors address the role of consumer commitment on consumers’ intentions to switch. Drawing from the organizational behavior literature, they build on previous service switching research by developing a switching model that includes a three-component conceptualization of customer commitment. Structural equation modeling is used to test the model based on data from a survey of 356 auto repair service customers. The authors’ results support the notion that customer commitment affects intentions to switch service providers and that the psychological states underlying that commitment may differ. As such, future marketing research should consider these different forms of commitment in understanding customer retention. The implications of this model for theory and practice are discussed.

The author has granted a nonexclusive Licence ailowing the National Library of Canada to reproduce, loan, distriiute or seil copies of this thesis in microform, paper or electronic formats.The author retains ownership of the copyright in this thesis. Neither the thesis nor substantial extracts fiom it may be printed or otheMrise reproduced without the author's permission.L'auteur a accordé une licence non exclusive permettant à la Bibliothèque nationale du Canada de reproduire, prêter, distribuer ou vendre des copies de cette thèse sous la forme de microfiche/nlm, de reproduction sur papier ou sur format électronique.L'auteur conserve la propriété du droit d'auteur qui protège cette thèse. Ni la thèse ni des extraits substantiels de celle-ci ne doivent ABSTRACTThis thesis seeks to investigate the processes of word-of-mouth marketing within a services purchase decision context. Although word-of-mouth processes. as they Muence service purchase decisions, are powerful and cornplex, they are not weii understood. Nor does there exist an abundance of information within the research literature regarding this subject are& Accordingly, a proposed conceptual model has been developed which airns to explain the effects of salient constnicts on the ultimate &pendent variable: the influence of word-of-mouth on service purchase decision. The proposed mode1 includes the independent variabIes of expertise (Sender's and Receiver's), perceived risk, tie strength and the extent to which the word-of-mouth message is sought. Based upon a review of the literature, nine distinct hypotheses are proposeci. Findings resulted in a i l but two of the nine hypotheses k i n g vaMateci. Further, ail of the aforementioned constructs affect, eit her directly or indirectly, the inauence of Sender's word-of-mouth on the Receiver 's purc hase decision, 1 wish to acknowledge my mother, Edna, whose immutable love, kindness and unwavenng encouragement was instrumental in the completion of this pmjecî, in addition to al1 academic and Life accomplishments.I also wish to recognize rny supervisor, Dr Harvir Bansai, whose patience, dedication, guidance and professionalism made the entire production of this thesis, a most exithg and t d y positive learning experience, He is one of the finest professors with whom I have ever had the pleasure of working, 1 am deeply indebted to Major-General Bryan Stephenson, rny mentor and counciilor. The faith and trust that he placed in me was fidamental in facilitahg the opportunity of pursuhg M ' A studies.

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