Customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness in Bangladesh mobile telecommunications market

Abstract

Purpose The purpose of this paper is to link customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness in the context of the Bangladeshi mobile telecommunications market (MTM). In addition, this study develops three key formative determinants of customer satisfaction: financial factor, technological factor, and customer service factor. Design/methodology/approach A model is developed and tested using PLS-SEM with a sample size of 442 respondents. The three key formative determinants of customer satisfaction were developed using a panel of five industry experts. Findings Financial, technological, and customer service factors were found to have significant positive effects on customer satisfaction. Customer satisfaction and perceived switching costs were found to have a significant direct effect on switching intentions, and perceived switching costs and perceived alternative attractiveness were found to have significant moderating effects on switching intentions through customer satisfaction. However, no significant direct effect of perceived alternative attractiveness on switching intentions was found. Originality/value This is the first study to link customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness using structural equation modeling in the context of the Bangladeshi MTM. In addition, three key formative determinants of customer satisfaction are developed.

Towards achieving strong customer loyalty in the financial services industry

“…The results resonate strongly with several commentaries in the relationship marketing literature and service quality stream included. For example, many like George and Hegde (2004) and Mannan et al (2017) claim that CARE, which is also conveyed to be quality customer service here, is a strong influencer of CSAT. Our analysis offers support for this claim.…”

“…It is logical to say that bank customers who are well-catered for will turn out to be happy and satisfied customers. Similarly in a developing country's context, latest research is revealing that superior customer service predicts CSAT (Mannan et al, 2017). Finally, a theoretical study highlights the important role that employees' attitude in terms of CARE plays in influencing CSAT (see George and Hegde, 2004).…”

Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?

“…Many researchers, academics, and scholars have addressed customer satisfaction to cope with the characteristics of customers in present time. Among them, Ulaga and Eggert (2006) ; Fornell et al (2010) ; Kaura et al (2015) ; Ayo et al (2016) ; Cheung and To (2016) ; Kant and Jaiswal (2017) ; Mannan et al (2017) ; Marinkovic and Kalinic (2017) ; Oh and Kim (2017) ; Sampaio et al (2017) ; Tandon et al (2017) ; Keshavarz and Jamshidi (2018) ; Moorthy et al (2018) ; Thielemann et al (2018) and Tseng (2019) are remarkable in recent years.…”

Peran Kepercayaan Merek Memediasi Pengaruh Kepuasan Konsumen Terhadap Niat Berpindah Merek

“…Hasil penelitian ini sesuai dengan hasil penelitian sebelumnya yang dilakukan oleh Rini (2010) menyimpulkan pelanggan akan percaya pada suatu merek apabila memiliki keinginan untuk percaya pada merek tersebut walaupun adanya risiko yang akan dihadapi. Tjahyadi (2006) Saleh et al (2015), Pransisya & Sudaryanto (2017), Rama (2017) dan Mannan et al (2017). Sedangkan dalam penelitian yang dilakukan oleh Shukla (2014) dan Kosidah & Nuraeni (2014) Dapat dikatakan bahwa, semakin tinggi kepuasan konsumen yang diberikan maka semakin rendah konsumen berniat untuk berpindah merek, namun dengan adanya rasa percaya konsumen secara menyeluruh terhadap suatu produk, akan jauh menurunkan tingkat niat berpindah merek, dibandingkan dengan hanya melihat dari sisi kepuasan konsumennya saja.…”

“…Pernyataan tentang kepuasan berpengaruh terhadap keputusan perpindahan merek didukung oleh penelitian yang dilakukan oleh Pranita & Irawanto (2013), Zainudin & Soestyo (2014) dan Indarwati & Untarini (2017) yang menemukan hasil bahwa ketidakpuasan berpengaruh positif signifikan terhadap perpindahan merek. Dapat pula dikatakan bahwa kepuasan memiliki pengaruh negatif dan signifikan terhadap keputusan untuk berpindah merek, seperti penelitian yang dilakukan olehKurniawan (2016),Rama (2017) danMannan et al (2017). Berbeda dengan itu penelitian yang dilakukan olehKosidah & Nuraeni (2014) menemukan hasil bahwa kepuasan tidak berpengaruh signifikan terhadap perpindahan merek.…”