The Effect of Positive Word of Mouth on Consumer Switching Behavior

The research on consumer behaviors has been studied for decades, like consumer purchase decision, buying intention, etc. Switching behavior is one of the topics that have been heatedly discussed in recent years, which can not only damage the company profit but also decrease the loyalty of customer. Word of mouth (WOM) has been chosen to use as one of the strategies in influencing customer purchasing decision. The source credibility and interpersonal relationship between communicator and receiver have been studied in many researches. In this research, the author has built up a proposal model on the base of the previous research and within the service switching area including sender expertise, trustworthiness, tie strength and receiver's expertise as the independent variables which influence consumer switching behavior with the determinants of switching cost as a moderator.