“…There has been considerable interest and debate among marketing scholars in studying service provider switching (Bendapudi and Berry, 1997;Bansal and Taylor, 1999;Jones et al, 2000;Singh and Sirdeshmukh, 2000;Colgate and Lang, 2001;Patterson and Smith, 2003;East et al, 2012). Understanding the service provider-switching process also has important commercial implications for industries such as telecommunications and subscription services, where the loss of consumers (churn) can be expensive, and it makes it impossible for marketers to build greater value in customer relationships (Fullerton, 2005;Nakamura, 2010;Grzybowski and Pereira, 2011;Lee et al, 2011). For more contractual and long-term services, such as finance and insurance, consumer switching is also a concern, as it may mean the abandonment by high-network customers and the loss of lifetime value of others (Stewart, 1998a(Stewart, , 1998bBaumann et al, 2007;Lees et al, 2007;Manrai and Manrai, 2007;Winchester et al, 2008).…”