A Review on the Effect of Self-congruity Dimensions on Customer’s Switching Intention

Abstract

One of the new issues that marketers are facing is the effect of self-congruity on switching intention. The purpose of this study is to review the relationship among four dimensions of self-congruity (actual, ideal, social and ideal social congruity) and switching intention. This study only aims to review the former researches in examining the relationship among four dimensions of self-congruity and switching intention. The study has some recommendations and directions for the future studies. There are different variables such as geographical and psychological moderators that can moderate the relationship between self-congruity dimensions and switching intention. In the future, the researchers aim to collect the data by using survey questionnaires. The data will then be analyzed using statistical package for social science (SPSS). Pearson correlation coefficient, multiple and hierarchical regressions will be used in testing possible hypotheses.