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SPAT (Switching Path Analysis Technique) - a Method to Understand Switching Paths and Future Behavior
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.
2011 (English)Conference paper, (Refereed)
Abstract

ABSTRACT

The longitudinal application of SPAT- Switching Path Analysis Technique- to different industries showed gradually interesting results relevant for filling identified gaps in the literature on customer decision making. The basis of the process method SPAT was the traditional CIT technique, with its focus on critical incidents. However, soon the development of SPAT changed the focus into the strength of the customer relationships. After one decade of empirical studies using SPAT, the deepened knowledge about customer relationships comprehended not only the possible categorization of the driving factors of the customer relationships according to their caused sensitivity for switching, but also according to their predictability for both staying or switching. In other words, it was possible to tell something about the outcome state that not only included the state as such but the stability, which had been pointed out to have beeen neglected in the literature on decision processes. The use of SPAT (Roos 1999) adds thereby theoretically and empirically to the Fishbein and Ajzenss model (1975) by describing unconscious thought processes and to Ajzen (1991) by extending the The theory of planned behavior model. The addition do not only distinguish between conscious and unconscious thoughts for behavior, but does specifically focus on the stability of the outcome behavior, which by Sheppard et al. (1988) was said to has been obeyed in the Fishbein and Ajzenss model (1975). This article demonstrates the longitudinal empirical studies regarding results relevant for the method development, and suggests a decision model including the stability indicating outcome state.

Place, publisher, year, edition, pages
2011.
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10790OAI: oai:DiVA.org:kau-10790DiVA: diva2:494345
Conference
The 12th International Research Symposium on Service Excellence in Management (Quis 12
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2014-12-11Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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