Chaminda Karunaratna


In the contemporary marketplace, customer switching has become a popularly addressed phenomenon. This study endeavoured to provide an approach to understand the customer switching behaviour and identify the major factors which influence customer switching in apparel stores. Clothing has become a major requirement for each and every customer in this modern society. Customers use their preferred brand, material and style etc. and become loyal to particular apparel store/s where they can enjoy the expected benefits in choosing preferred clothing items. However, customers may switch their apparel stores due to various reasons. Even though many clothing brands at different quality and price levels are available, many customers still switch among different apparel stores. In the field of apparel industry, researchers have put more weight on the fashion clothing, nature of purchasing decisions, and clothing brand loyalty etc. Howeevr, the research studies which focus on customer switching is scarce.Therefore, this study attempts to study the factors which cause customer switching in appreal stores. The survey method was adopted as the main research method to conduct the study. The sample consisted of 300 customers who were met at their visits to textile shops in the city of Matara in Sri Lanka. An exploratory factor analysis was employed to identify the major factors of customer switching. According to the results of the exploratory factor analysis, five major factors such as inferior quality, unavailability, service failure, stressful atmosphere and high price were identified as the major factors which influence the switching decision in retail apparel store.


Apparel, Atmosphere, Price, Quality, Swithcing

Full Text:



Ahmad, R. & Buttle, F. (2001). Customer retention: a potentially potent marketing management strategy, Journal of Strategic Marketing, 9, 29-45.

Ang, L., & Buttle, F. (2005). Customer retention management processes: A quantitative study. European Journal of Marketing, 40, 83-89.

Apeagyei, P.R. (2007). Significance of body image among UK female fashion consumers: The cult of size zero, the skinny trend. International Journal of Fashion Design, Technology and Education, 1 (1), 3-11.

Bansal, H.S. & Taylor, S.F. (1999). The Service Provider Switching Model (SPSM): A Model of Consumer Switching Behaviour in the Services Industry. Journal of Service Research, 2 (2), 200-218.

Bitner, M. Jo (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82.

Diaz-Meneses, G. (2010). The Ethics of Consumer Involvement with Fashion: A Freedom under Social Pressure. Textile Research Journal 80 (4), 354–364.

De Klerk, H. M. & Tselepis, T. (2007). The early-adolescent female clothing consumer: Expectations, evaluation and satisfaction with fit as part of the appreciation of clothing quality. Journal of Fashion Marketing and Management, 11 (3), 413-428.

Ennew, C. T., Binks, M. R., & Chiplin, B. (2015). Customer Satisfaction and Customer Retention: An Examination of Small Businesses and Their Banks in the UK. In Proceedings of the Academy of Marketing Science, Springer International Publishing, 188-192.

Eshghi, A., Haughton, D, and Topi H. (2007). Determinants of customer loyalty in the wireless telecommunications industry. Telecommunications Policy, 31 (2), 93-106.

Fadiga, M. L., Misra S. K., & Ramirez, O. A. (2005). US consumer purchasing decisions and demand for apparel. Journal of Fashion Marketing and Management, 9 (4), 367-379.

Fralix, M. T., (2001). From Mass Production to Mass Customization. Journal of Textile and Apparel, Technology and Management, 1 (2), 1-7.

Grant, I. J. & Stephen, G. R. (2005). Buying behaviour of tweenage girls and key societal communicating factors influencing their purchasing of fashion clothing. Journal of Fashion Marketing and Management, 9 (4), 450-467.

Jonathan. L., Janghyuk, L., & Lawrence F. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, 15 (1), 35-48.

Karunaratna, A.C. (2014). Why Customers Switch: Evidence from Mobile Phone Service Industry. Asia-Pacific Marketing Review, 3 (1), 37-46.

Keaveney, S. M. (1995). Customer Switching Behaviour in Service Industries: An Exploratory Study, Journal of Marketing, 59 (2), 71-82.

Kotler, P. & Keller, K.L. (2011). Marketing Management, Prentice-Hall, New Jersey.

Kurt Salmon Associates, (2000). Which Way to the Emerald City?, Perspective, p.03

Lianjv, A., & Xin, F. (2014). The Switching Chices of Subscribers in China Mobile Market. TELKOMNIKA Indonesian Journal of Electrical Enginerring, 12 (2), 1416-1423.

Lemon, N.L., White, T.B., & Winer, R.S. (2002). Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision. Journal of Marketing, 1-14.

Lin, Y. & Xia, K. (2012). Cognitive age and fashion consumption. International Journal of Consumer Studies, 36, 97-105.

Manrai, A. K., & Manrai, L. A. (2015). Consumer Switching Behaviour of Banking Services: A Conceptual Model. Developments of Marketing Science: Proceedings of the Academy of Marketing Science, 106-110.

Oh, J & Fiorito, S. S. (2002). Korean women’s clothing brand loyalty. Journal of Fashion Marketing and Management, 6 (3), 206-222.

Oyeniyi, J. O. & Abiodun, J. A. (2010). Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience. Business Intelligence Journal, 3 (1), 111-121.

Patterson, P. G. & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers, Journal of Retailing, 79, 107-120.

Pric, M. (2006). Mobile Service and Phone as Consumption System-the Impact on Customer Switching, Proceedings of Helsinki Mobility Roundtable Sprouts: Working Papers on Information Systems, 6:33.

Reichheld, F.F. & Kenny, D.W. (1990). The hidden advantages of customer retention. Journal of Retail Banking, 12 (4), 19-23.

Rocha, M. A. V., Hammond, L. & Hawkins, D. (2005). Age, gender and national factors in fashion consumption. Journal of Fashion Marketing and Management, 9 (4), 380-390.

Terblanche, N. S. & Hofmeyr, J. (2005). A Study of Two Customer Retention Measures: The American Customer Satisfaction Index And The Conversion Model. ANZMAC Conference: Relationship Marketing.

Vyas, V. & Raitani, S. (2014). Drivers of customers’ switching behaviour in Indian banking industry. International journal of Bank Marketing, 32 (4), 321-342.

Wieringa, J.E. & Verhoef, P.C. (2007). Understanding Customer Switching Behaviour in Liberalizing Service Market: An Exploratory Study. Journal of Service Research. 10 (2), 174-186.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioural Consequences of Service Quality. Journal of Marketing, 60, 31-46.



  • There are currently no refbacks.

Online ISSN 1804-9699

(c) 2018 CBU, o.p.s.