Constructing and Validating Scale of Consumer Switching Behavior

Abstract

This research aims to validate the scale of consumer switching behavior in regards to service industries (e.g. restaurants, banks and telecommunication).The researchers tested the data from the survey of the consumers of different service industries in Bangladesh and also applied exploratory factor analysis that measured the KMO value, communalities value, Eigenvalue, and the rotated component matrix values to justify the number of items under each construct to be retained. Thelimited sample size and focus in only service sector may affect the development of scale. The scale can be developed for other sectors too. Managers of service sector can use this scale to understand consumers switching behavior and take marketing strategies to improve their service quality accordingly.