Skip to main content
profile image
Selected Works of Oscar T McKnight Ph.D.
Article
Customer Switching Behavior in Higher Education
International Society of Marketing (2022)
  • Oscar T McKnight
  • Christopher Mahar, Ashland University
  • Ronald Paugh, Ashland University
  • Clayton Atkinson, Ashland University
  • Kane Feldhake, Ashland University
Download
Abstract
Student retention is a perennial topic investigated in higher education. However, the fundamental question may not pertain specifically to student retention but rather to customer switching behavior. This research examined what event(s) will actuate a student's decision to consider switching colleges, particularly the interaction between gender and cognition. Given the interaction, results indicate significant relationships and multiple pathways to customer switching behavior. Researchers introduce an intervention model for customer switching behavior utilizing the acronym SWITCH.
Keywords
  • customer switching behavior,
  • customer defection,
  • college retention,
  • path analysis
Disciplines
Publication Date
Spring March 24, 2022
Citation Information
Oscar T McKnight, Christopher Mahar, Ronald Paugh, Clayton Atkinson, et al.. "Customer Switching Behavior in Higher Education" International Society of Marketing (2022)
Available at: http://works.bepress.com/oscar_mcknight/68/