Self-congruity and switching intention among Malaysian hotel customers

• Main Authors: Quoquab, Farzana, Saleki, Reza, Wan Ismail, Wan Khairuzzaman, Abdul Hamid, Abu Bakar
• Format: Article
• Published: American Scientific Publishers 2015
• Subjects: Q Science (General)
• Online Access: http://eprints.utm.my/id/eprint/55416/; http://dx.doi.org/10.1166/asl.2015.6113

Understanding consumers’ switching intention is crucial due to the reason that it may affect service companies’ performance. Indeed keeping the current customer base is cheaper than gaining new customers. As such, it is crucial to understand what affects customers’ switching intention before it crea...