Study Of Antecedents Of Digital Service Dissonance On Customer Switching With Moderation Of Propensity To Switch
DOI:
https://doi.org/10.24905/icobis.v2i1.31Keywords:
Disquality Delivery of Service, Digital Service Dissonance, Propensity to Switch, Customer SwitchingAbstract
The purpose of this study is to examine the antecedents of service dissonance and customer switching, moderated by propensity to switch. The results are expected to provide various benefits for academics as well as for practitioners in terms of operational knowledge. Primary data collection was carried out from January 2, 2025 to February 28, 2025. The results indicate that of the three hypotheses tested, one is accepted and the other two are rejected. One accepted hypothesis is that Disquality Delivery of Service negatively influences Digital Service Dissonance. The two rejected hypotheses are that Digital Service Dissonance negatively influences Customer Switching, and Propensity to Switch negatively influences Digital Service Dissonance on Customer Switching. The rejected hypotheses have a significant effect because their T-statistics are greater than 1.96 and their P-values are less than 0.05. Services provided by the government or public sector, as well as clinical services, bind consumers, and are less likely to switch. Systematically, bound consumers must receive services at the primary health care service they registered for or attended. These findings indicate that although the relationship between the variables is significant, the direction of the relationship observed in the field does not align with initial theoretical predictions, thus rejecting the hypothesis. This suggests that specific characteristics of consumer behavior or the digital service context influence this relationship pattern.
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