Abstract
One of the challenges that marketers are currently facing is to understand the impact of self-congruity and functional congruity when it comes to switching intention. The relationship between self-congruity and loyalty is well documented in previous studies. However, there are scant studies that investigated the impact of self-congruity on consumers' switching intention. Considering this, the present study examines the relationship between two dimensions of self-congruity (actual and ideal) and functional congruity with switching intention in the Malaysian hotel industry. Data were collected using survey questionnaires from customers of five star hotels in Kuala Lumpur, Malaysia. Two hundred and eight completed valid questionnaires were obtained and considered for further analysis. The data were analysed using structural equation modelling, partial least square (PLS-SEM). Results revealed significant relationships among both dimensions of self-congruity and functional congruity with switching intention. Moreover, data supported the mediating role of functional congruity in the relationship between self-congruity and switching intention. The limitations and future research directions are also discussed.
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