Why do Consumers Switch? The Role of Relational Uncertainty in Service Failures

This study explores the role of relational uncertainty in consumers’ switching intentions in a service failure encounter. The results reveal that in an established consumer-service provider relationship, relational uncertainty plays a significant role in the process of consumers’ switching intentions whereas dissatisfaction with service failures does not influence switching intentions. Further, the findings suggest that relational uncertainty mediates the effect of perceived loss on switching intentions. These findings were integrated into a discussion of theoretical and managerial implications for effective service management emphasizing the influential role of long-term relational value in comparison with incident-specific transaction value in an established relationship.