Journal of Marketing Management and Consumer Behavior, Vol. 2, Issue 1 (2017) 75-89 *Corresponding Author: shahid.yaqubrana@gmail.com Author(s) retain copyright of the submitted paper (Please view the Copyright Notice of JMMCB). This work is licensed under a Creative Commons Attribution 4.0 International License. Journal of Marketing Management and Consumer Behavior (ISSN-Canada: 2371-3615) A Systematic Review on Customer Profiles (Stayers & Switchers): A Critical Future Research Agenda Rana Muhammad Shahid Yaqub a,* , Fairol Halim b a PhD (Marketing) Scholar, School of Business Management, Universiti Utara Malaysia, Sintok, Malaysia b Associate Professor, School of Business Management, Universiti Utara Malaysia, Sintok, Malaysia ABSTRACT The main objective of this study was to examine the previous and contemporary literature available on customer profiles (Stayers & Switchers Domain), to identify the most critical issues, challenges and limitations. Moreover, to suggests the future direction for conducting the research in these areas. Literature for the current paper was reviewed and analyzed by following the systematic review process. Selected studies for literature review were examined by thoroughly studying and evaluating the Knowledge, Problems, Findings, Research approaches, and Contexts presented in these studies. However, from the review of exhaustive literature, dearth of studies found in the most customer churning intensive industry like telecommunication, that represents the significant gap. Therefore, it is strongly suggested to conduct the empirically studies in telecommunication sector to examine the differences in the perceptions of Stayers and Switched-in Users with respects to the various antecedents of customer satisfaction and loyalty. Lastly, Finding of this study is detailed with theoretical, contextual and methodological gaps. Journal of Marketing Management and Consumer Behavior ARTICLE INFO Article History Submitted 06 Nov 2017 Accepted 19 Dec 2017 Available online 22 Dec 2017 JEL Classification M31 Keywords Customer Profiles Stayers & Switched-in Users Systematic Review Process Telecommunication Sector