Antecedents of switching intention in the mobile telecommunications industry

Abstract

Purpose This study sheds some light on factors that affect customer switching intention in the Malaysian mobile phone service industry. More particularly, the purpose of this paper is to examine the effect of service quality (SQ), customer satisfaction, switching cost and consumer innovativeness (CI) on service switching intention (SWI); the mediating role of customer satisfaction; and the moderating role of service switching cost on the relationship between CI and SWI. Design/methodology/approach Data were collected using a self-administered questionnaire survey that yielded 535 responses. Using structural equation modelling approach, the partial least square software, version 3 was utilised to test the study hypotheses. Findings Results reveal that customer satisfaction, service switching cost and CI directly affect SWI. However, no significant relationship was found between SQ and SWI. Again, data supported the mediating effect of customer satisfaction as well as the moderating effect of service switching cost. Research limitations/implications It is expected that the findings from this study will enable policymakers, managers and marketers to formulate better strategies and effectively implement loyalty programs, preventing their customers from switching. Originality/value This study contributes to the existing literature by testing switching costs as the quasi moderator. Moreover, this is a pioneer study to consider CI as the antecedent of SWI.

Public Service Motivation and Service Quality of Local Government Employees: A Moderated Mediation Analysis

“…The results also show that the relationship between user orientation and service quality is still significant after including service climate. Therefore, the service climate plays a quasi-moderation role in the nexus (Quoquab et al, 2018).…”

Consumer Innovativeness: a Literature Review

“…The second most widely examined consequence of consumer innovativeness is consumers' attitudinal and behavioral responses to brands. Brand responses cover response to brand extension, satisfaction, brand loyalty, brand engagement, repurchase intention and brand switching (Chang et al, 2019;Cui et al, 2018;Eren-Erdogmus et al, 2018;Kelley and Alden, 2016;Quoquab et al, 2018;San-Martin and Lopez-Catalan, 2013;Simmons et al, 2017). Another consequence of consumer innovativeness examined in the literature is consumers' product evaluations.…”

The Impact of Value, Employees Performance and the Integration of Healthcare Services on Loyalty toward Community Pharmacies in Saudi Arabia: A Structural Model

“…Provider Switching is generally associated with switching costs and the availability of a better option (competitors are more attractive). Quoquab et al (2018) explain this relationship by the expectancy-disconfirmation paradigm. Indeed, switching intention decreases when the outputs outperform expectations and increases when actual services are below prior expectations.…”

“…Service switching is a significant research topic because preventing the possibility of client-switching from a service provider to another is a sensitive and challenging task (Quoquab et al 2018;Thaichon and Jebarajakirthy, 2016). Quoquab et al (2018) present it in a mobile service context as a situation where users intend to switch from an actual service provider to another. The term switch relates to the customer changing their current engagement and relationship with their current service provider and in all likely manner change to the services offered by the competitor in the market.…”

“…The idea of switching would come to consumers because they do not bear poor or lacking services. Thus, perceived service quality inferiority compared to other service providers or degradation of this quality would lead to service switching (Quoquab et al 2018). Complete switching occurs when the customer has lost all the interest in the pharmacy and will not be able to come even for any service within the facility.…”