Customer Switching Behaviour and the Adoption of Disruptive Technologies

The present research aims to gain insights into B2B customers switching behaviour towards disruptive technology. The empirical findings indicate that B2B customer dissatisfaction and comparative economic value are significantly influenced on perceived preferences for disruptive technology. The study showed that user perceived preference for disruptive technology is a significant mediator between B2B customer dissatisfaction and switching behaviour; as well as between comparative economic value and B2B customer switching behaviour. Finally, social influence from other B2B partners is found a significant moderator in the proposed relationship between B2B customers’ dissatisfaction and switching behaviour, as well as between comparative economic value and B2B customer switching behaviour, and lastly with perceived preferences and switching behaviour. The study contributes to multiple facets: examining the expectation-(dis)confirmation theory (EDT) in technology post-purchase behaviour by applying dissatisfaction and comparison as the antecedents. Here, the study has also examined the expectation-(dis)confirmation theory (EDT) with social influence to understand how social influence impact expectations and to (dis) confirmation in technological disruption. Above all, the study provides some limitations, a future research agenda, and suggestions for managers in the B2B industry.