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This study aims to examine the interactive effect of the push factor from the conventional bank, the pull factor from the Islamic bank and the internal mooring factor of the customers in influencing the switching behavior of two types of customer account holders, the conventional only and the mixed (conventional and Islamic bank) account holders, from the services marketing mix perspective.

This study applied an explanatory research design. The data were collected via an online survey from 1,171 Muslim participants; participants consisted of conventional only account holders, Islamic bank only account holders and mixed (conventional and Islamic bank) account holders. The data were mainly analyzed using structural equation modeling.

Based on the account, the results showed that the three types of customers differ significantly in terms of the effect of the push, pull and mooring factors. The study also showed that the mooring factor, which is internal to the customer, is the most significant factor that inhibits customers from migrating to Islamic banks. The effect was observed for both conventional customers and those who hold mixed accounts.

The study was conducted via an online survey, which reduces the representativeness of the sample. In addition, most respondents were urban dwellers and well educated, which might not represent the banking behaviour of Indonesian Muslim customers in general.

The study implies that to attract the conventional only account holder, Islamic banks should first weaken the mooring factors (the internal characteristics of the customers) that inhibit customers from switching to an Islamic bank.

The main contribution of the study is that it simultaneously identifies the push, pull and mooring factors that have the most significant impacts on Muslim customers' switching behavior from a conventional to an Islamic bank.

The purpose of this study is to examine the factors affecting deposit withdrawal intentions among Moroccan profit-sharing investment account holders.

Applying the push-pull-mooring (PPM) theory, a quantitative survey, based on insights brought to light by a previous qualitative study, was developed and administered to 166 depositors from five participatory banks at branches located in Morocco. Structural equation modeling was then used to evaluate the significance of relationships between the various variables under study.

Empirical findings showed that the PPM model with a second-order construct structure exhibited a better representation of the observed variables as compared to a first-order factor model. The results of the structural analysis indicated a significant direct relationship between withdrawal intention and each of the PPM model constructs: push and pull factors were found to have a positive impact on withdrawal intention, while mooring factors had a significant inverse relationship with withdrawal intention. The results of this study also revealed that the moderating role of the mooring construct was found in both relationships between push and withdrawal intention and between pull and withdrawal intention.

The absence of a longitudinal study measuring the actual withdrawal behavior is the main limitation of this study. Furthermore, withdrawal intention was examined without differentiating between individual and corporate depositors. Finally, despite being insightful, the empirical findings should be generalized with caution, as the sample was purposely chosen by the banks’ management.

This study implied that participatory banks should stress the importance of mooring factors, as they strongly inhibit depositors’ intention to shift their funds to the conventional banking system. Moreover, this study provides great indications to Moroccan regulators and policymakers on a number of issues that can be used to develop policies that could improve the participatory banking system.

To the best of the authors’ knowledge, this study represents the first attempt to confirm the effectiveness of the PPM model in examining depositor-withdrawal intentions. This study is also the first of its kind to address profit-sharing investment depositors’ apprehensions in the Moroccan context, to the best of the authors’ knowledge.

The purpose of this study is to identify antecedents of adoption and post-adoption switching of online pharmacy applications (OPA) in Indian society. A push-pull-mooring (PPM) model was formulated to evaluate the impact of various constructs upon “consumers’ switching intention” (CSI).

An online questionnaire was sent to 252 users of OPA in India. Hypotheses were generated to examine the push, pull and mooring effects of constructs developed. The relationships between dependent and independent variables were evaluated using structured equation modeling (SEM).

The study explicated the effect of PPM constructs on CSI in the context of OPA adoption. “Perceived usefulness,” “perceived ease of use” and “alternative attractiveness” had a significant “pull” effect on CSI. “Switching cost” had a “mooring” effect on CSI, whereas the degree of “customer involvement in decision-making” was found to have a “push” effect upon CSI.

This study theoretically established that the constructs of “perceived usefulness,” “perceived ease of use” and “alternative attractiveness” had significant “pull” effect on “consumers’ switching intention.” The construct of “switching cost” had a “mooring” effect on CSI, whereas the degree of “customer involvement in decision-making” was found to have a “push” effect upon CSI.

The study provided valuable insights regarding consumer behavior regarding OPAs. These findings could be applied by managers in framing effective strategies to grow and retain the customer base of OPAs.

To the best of the authors’ knowledge, this was one of the first empirical investigative studies to assess precursors of adoption and post-adoption characteristics of consumer behavior through the PPM model, in the context of Indian OPAs.

The present work aimed to enhance the understanding of professional turnover intentions of accounting professionals by exploring their attitudes towards this phenomenon in an emerging economy (Tunisia).

An exploratory research was conducted using a narrative approach (episodic interviewing) after having interviewed accounting professionals. Data were analysed with the thematic coding method using NVivo software based on the push-pull-mooring (PPM) framework. Based on this analysis, four types of professionals were identified.

The interconnections among PPM factors, which are different from one type of professionals to another, play a vital role in whether a professional intends to leave the accounting profession or not. All four types of professionals perceived unpleasant facets of the public practice environment (push factors) and manifested a tendency to switch to available job opportunities (pull factors). Nevertheless, the latitude for profession change, for the third and the fourth types who perceived the professional experience differently, is restricted by mooring factors. That is not the case for the first type of professionals who have already left public accounting and the second type who intend to quit the profession, as we did not find any mooring factors.

This study explored the attitudes of accounting professionals towards professional turnover intention. A deeper insight into the views of the academics and the Ordre des Experts Comptables de Tunisie (OECT) might help understand this phenomenon.

Understanding the relative impact of push, pull and mooring allows the accounting professionals to determine their attitudes towards the intention to leave the profession. This enables firms to develop more effective programmes to retain valued accounting human resources. The findings highlight that the professional associations should promote the values the profession brings to the community through nationwide public awareness campaigns and enhance career opportunities by providing more branches of activity within the profession.

The paper responds to calls for further examination of factors behind professional turnover intention at a time when high rates of turnover were observed among accounting professionals. Also, the cultural context of Tunisia helps explain our findings.

Showrooming presents a complex and evolving challenge to retail managers, as it signifies the emergence of new forms of exchange rules. The purpose of this research is to investigate how factors responsible for information search and evaluation affect showrooming and also consider the consumer mindset as a moderator.

This research undertakes three experimental designs to investigate how the push (i.e. assortment size), pull (i.e. price discount), and mooring (i.e. sunk cost) factors influence consumers' showrooming intention. Specifically, consumers' maximizing tendency plays the role of moderator.

The results reveal that push, pull, and mooring factors are significantly related to consumers' showrooming intention. Furthermore, the findings show that maximizers have higher showrooming intention than satisficers in the context of the push, pull, and mooring factors.

By integrating the push-pull-mooring framework and the maximizing mindset theory, this research proposes a novel research model and the empirical testing results support six hypotheses. The findings add to the body of knowledge in showrooming behavior by taking consumer mindset into account. The results also provide implications for practitioners to develop their retail strategies.

The purpose of this study is to identify the major factors influencing the adoption of health-care wearables in generation Z (Gen Z) customers in India. A conceptual framework using push pull and mooring (PPM) adoption theory was developed.

Data was collected from 208 Gen Z customers based on 5 constructs related to the adoption of health-care wearables. Confirmatory factor analysis and structural equation modelling was used to analyse the responses. The mediation paths were analysed using bootstrapping method and examination of the standardized direct and indirect effects in the model.

The study results indicated that the antecedent factors consisted of push (real-time health information availability), pull (normative environment) and mooring (decision self-efficacy) factors. The mooring factor (MOOR) was related to the push factor but not the pull factor. The MOOR, in turn, was related to the switching intention of Gen Z customers for health wearables adoption.

The research study extended the literature related to the PPM theory in the context of the adoption of health wearables among Gen Z customers in India.

The study outcome would enable managers working in health wearable organizations to understand consumer behaviour towards health wearables.

The use of health wearables among Gen Z individuals would lead to future generations adopting a healthy lifestyle resulting in an effective workforce and better economy.

This was one of the few studies which have explored the PPM theory to explore the factors for the adoption of health wearables among Gen Z customers in India.

Drawing on the Push-Pull-Mooring model, this study sheds light on the factors that drive tourists to switch from traditional hotels to peer-to-peer accommodation (P2PA) in light of the global spread of the Covid-19 pandemic.

Data have been collected from 380 participants through an online pan India survey. The data were mainly analyzed by adopting structural equation modeling.

All the three categories of push, pull and mooring factors are crucial in explaining tourists' switching intentions from hotels to P2PA. Out of all the factors, subjective norm came out to be the most significant factor while satiation (push factor) and authentic experiences (pull factor) also came out to be important indicators.

The findings of this study carry implications for hoteliers as well as P2PA platform hosts. Hotels need to re-conceptualize their standard services, décor and amenities while P2PA hosts need to continue providing authentic experiences and also comply with all the Covid-19 norms.

The study offers a comprehensive PPM model to determine tourists' intentions to switch from hotels to P2PA. Moreover, this paper is one of the early studies to provide insights into tourists' switching intentions amidst Covid-19.

Technology has revolutionized the delivery of health-care services, with e-consultations becoming popular mode of service delivery, especially during the pandemic. Extant research has examined the adoption of e-health consultation services, with little attention paid to examine the switching behavior. This study aims to identify factors affecting patients’ intentions to switch from conventional mode i.e. visiting hospitals/clinics to e-health consultations.

To understand this we use the push–pull–mooring (PPM) framework and integrate variables from status quo bias framework to the model. A cross-section research design was used, which rendered 413 valid responses which were obtained from the patients visiting a traditional hospital setup. The data was analyzed using partial least square – structural equation modeling using SmartPLS 3.0.

Findings suggest that push effects (inconvenience and perceived risk), pull effects (opportunity for alternatives and ubiquitous care), mooring effects (trust) and inertia significantly influence patients’ switching intentions from visiting hospitals/clinics to e-health consultations. Further, habit and switching cost positively influence inertia.

This study shall enable online health-care service providers and practitioners to understand patients’ intentions to switch to online health platforms and accordingly develop related marketing strategies, services and policies to encourage them to switch to the new offerings.

The current study enriches the previous research on e-health services by applying and extending PPM framework as the base model and showing its efficiency in predicting individuals switching intentions in the context of emerging economies. This study bridges the gap by focusing on switching behavior in context of health services.

The purpose of this paper is to develop a theoretical model based on Push–Pull–Mooring (PPM) framework consisting of direct, indirect and moderating effects, derived from technology acceptance model, unified theory of acceptance and use of technology and other extended theory, to address the main factor influencing an individual in adopting mobile payment (MP) in physical stores. The research, therefore, utilized individual switching behavior as an underpinning to explain MP adoption in an offline context.

The theoretical model was tested by collecting data from 459 respondents in Indonesia through online self-administered questionnaires.

The finding indicated consumer innovativeness has the most influential direct effect on MP adoption, followed by deal proneness, perceived convenience and perceived herd behavior. Meanwhile, perceived enjoyment and subjective norms were found to have an indirect effect on the adaptation of MP through mediator convenience. Furthermore, age, gender, occupation and income did not have any moderating effect for all the direct influence of MP adoption.

Previous literature only focused on direct intention. However, this study observed the adoption of MP in a physical store by involving the switching behavior. It specifically puts concern and objective as the factors that influence user intention to switch from their old payment system to the MP system in bricks and mortar store using PPM framework.

The purpose of this paper is to study the phenomenon of abrupt shift by both doctors and patients to telemedicine during the coronavirus (COVID-19) pandemic and associated economic lockdown in India. The study explored various drivers of telemedicine technology awareness, adoption and usage. These drives were studied from both the doctors and the patients’ perspectives using the Push–Pull–Mooring (PPM) theoretical model.

An exploratory qualitative research was carried out with 24 doctors and 32 patients. This research was conducted in major urban cities of India. It was carried out during the economic lockdown due to the COVID-19 pandemic. The data was collected based upon a semi-structured open-ended questionnaire using telephonic interviews. Once thematic saturation was achieved, thematic content analysis was conducted. Finally, the themes were classified and analyzed using the PPM theoretical model

The data analysis indicated that there was the presence of all three factors, namely, push, pull and mooring. For the doctors, pull and push factors were more substantive than mooring factors. Although for the patients push and mooring factors were more important and pressing than pull factors.

This study was conducted during the COVID-19 pandemic and associated economic lockdown in India. The interview respondents were located only in urban India. Future studies could be conducted to explore similarities and differences in telemedicine adoption patterns during non-crisis times vis-a-vis crisis times in urban and rural settings.

The insights from this study could be used by medical service providers to leverage telemedicine technology to improve the business model, service delivery, pricing strategy, value proposition and behavioral characteristics. Patients on the other hand could gather perspectives regarding how best to use telemedicine technological services.

The authors provided an integrated perspective regarding telemedicine technology awareness, adoption and usage in an emerging economy of India during the critical times of the COVID-19 pandemic crisis and the associated prolonged economic lockdown. This was one of the first studies that applied PPM theory for telemedicine adoption