Switching Behavior in the Christian Religious Market: A Review and Research Agenda

Given the importance of customer retention for the survival of any organization, this article reviews literature on customer switching behavior (CSB) in the service sector and particularly in the Christian religious market with a view to identifying quantitative and qualitative research streams open for further exploration. This article highlights previous theories that have been used to explain religious switching and adopts the Push-Pull-Mooring (PPM) framework in the explanation of CSB in the Nigerian Christian religious market. Based on the findings from the review of literature, surveys involving open-ended questions and a focus group discussion, this article identifies push, pull, and mooring components as they relate to switching in the Christian religious market in Nigeria. Push factors identified were categorized into relationship related, performance related, and appraisal of self. Pull factors identified were classified as appeal of pastor, appeal of church, relationships, presence of special ministry, and opportunity for development. Mooring variables identified were grouped into individual characteristics, switching cost, subjective norm, and location. This information provides useful insights for religious leaders as well as academics seeking to understand adherents' switching behavior in the Christian religious context.