Does switching-intention result in a change in behaviour? Exploring the actual behavioural shopping patterns of switching-intended customers

Abstract

Purpose The purpose of this paper is to investigate the relationship between switching intention and actual behaviour in the grocery shopping context. In particular, the study examines how switching intention drives customers to either replace the current store or cross to others. In addition, the study examines the role of cross-shopping in total-switching behaviour. Design/methodology/approach The study employs data collected from a sample consisting of 247 food grocery shoppers. The conceptual framework and hypothesis were analysed using the partial least squares approach. Findings The empirical results support the author’s claim that the research approach applied in this study better explains the switching intention–actual behaviour relationship. Specifically, the analysis provides strong support for the effect of switching intention and various moderating barriers on both cross-shopping and total-switching behaviour. Additionally, the study results point to the positive relationship between cross-shopping and total-switching, indicating that crossing to competing stores is the first step towards utilising the total-switching behaviour. Practical implications Implications for food retail providers are identified, together with a discussion of the study’s limitations and avenues for future research. Originality/value The study extends previous research in that it proposed and tested a conceptual framework for investigating the relationship between switching-intention and actual behaviour, claiming that switching intention drives customers to either replace their current store or cross to others, whereas the crossing pattern is a predictor of the total-switching behaviour.