Özet:

Purpose :This study aims to develop a rating criterion, which we can call a new success indicator for companies in today's economy where customer losses are a big problem. Method: A scale that will most accurately represent the components of switching behavior after the sectoral research in the daily car rental sector, which is one of the sectors where the behavior of switching or changing the service company is most common, is developed, tested, and verified within the scope of CAB (Cognitive, Affective, Behavioral) model, one of the classical customer behavior models.. Online surveys were conducted with 201 lost customers of the biggest brands of the daily car rental industry in Turkey (in April-May 2021). Findings: In the scale whose accuracy has been proven, 3 factors emerged as cognitive, sensory, and behavioral. The first factor, cognitive factors, include price level, the presence of competitors, and customers' awareness of injustice done to them. The second factor, the affective factor, is the emotional commitment and belonging felt as well as general satisfaction. The third factor, behavioral factors, consists of elements such as satisfaction with the experience, belief in returning again. The weights of these factors can be very useful for the industry or company in which the measurement is made to understand the nature of customer switching behavior. It has been understood that emotional and/or behavioral factors such as service quality and satisfaction are more effective than cognitive factors such as price and replacement cost in the sector under study. Originality: The important difference of this scale, called the Lost Customer Scale (LCS), is that it deals with the concepts of lost customers' return intention and negative word of mouth marketing

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