The impact of power distance belief on switching intention: the moderating role of social avoidance

Purpose This study investigates the internal mechanisms of the relationship between power distance belief (PDB) and consumers' switching intention in order to guide marketers in developing effective marketing programs for retaining old customers and occupying the market. Design/methodology/approach To explore whether, why, and when PDB affects switching intentions, we designed and executed multiple survey studies, including Study 1 (N = 120), Study 2 (N = 150), Study 3a (N = 120), and Study 3b (N China = 120, N America = 132). These studies were conducted cumulatively, with each subsequent study building upon, complementing, and extending the previous one. Findings The association between PDB and switching intention was supported by three studies that used several operationalizations of the core variables. Further, the need for structural and procedural switching costs (PSC) serially mediated the impact of PDB on switching intention. Moreover, social avoidance moderated the mediating effect of the need for structure on the influence of PDB on switching intention. Originality/value Our investigation makes meaningful theoretical contributions by clarifying the psychological mechanism through which power distance belief (PDB) shapes consumers' switching intentions, specifically by identifying (a) the serial mediating roles of need for structure and procedural switching costs (b) the boundary condition of social avoidance. In addition, our findings offer actionable managerial insights for marketers by suggesting culturally contingent retention strategies that help firms reduce customer switching and strengthen long-term customer relationships across different market contexts.