Journal of the Academy of Marketing Science

, Volume 33, Issue 1, pp 96–115 | Cite as

“Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors

  • Harvir S. Bansal
  • Shirley F. Taylor
  • Yannik St. James


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.


service provider switching migration 


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Copyright information

© Academy of Marketing Science 2005

Authors and Affiliations

  • Harvir S. Bansal
    • 1
  • Shirley F. Taylor
    • 2
  • Yannik St. James
    • 2
  1. 1.Wilfrid Laurier UniversityWaterlooCanada
  2. 2.Queen’s UniversityKingstonCanada

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