Original Research

Modeling switching behaviour of direct selling customers

P Msweli-Mbanga
South African Journal of Economic and Management Sciences | Vol 7, No 2 | a1379 | DOI: https://doi.org/10.4102/sajems.v7i2.1379 | © 2004 P Msweli-Mbanga | This work is licensed under CC Attribution 4.0
Submitted: 27 April 2004 | Published: 28 April 2004

About the author(s)

P Msweli-Mbanga, University of Limpopo

Full Text:

PDF (409KB)

Share this article

Bookmark and Share


The direct selling industry suffers a high turnover rate of salespeople, resulting in high costs of training new salespeople. Further costs are incurred when broken relationships with customers cause them to switch from one product supplier to another. This study identifies twelve factors that drive the switching behaviour of direct sales customers and examines the extent to which these factors influence switching. Exploratory factor analysis was used to assess the validity of these factors. The factors were represented in a model that posits that an interpersonal relationship between a direct sales person and a customer moderates the relationship between switching behaviour and loyalty. Structural equation modeling was used to test the proposed model. The author then discusses the empirical findings and their managerial implications, providing further avenues for research.


No related keywords in the metadata.


Total abstract views: 1516
Total article views: 2617

Crossref Citations

No related citations found.