Sharif Digital Repository

This study analyzes determinants of customers’ switching intentions. The context of this study is service area and we have studied customers’ behavior of internet service providers. In this research we focus both on transactional and relational variables. We have tried to clarify the role of consumers’ commitment on their intentions to switch. Drawing from literature and based on previous service switching research we have developed a switching model. This includes two component of customer commitment and the antecedents of commitment. We have developed our hypothesis according to this model and the literature review. The survey was administered to ADSL internet home users. A sample of 130...