Why Consumers (Do Not) Change Their Mobile Service Providers – a Hungarian Study

Abstract

The present study introduces the connexions of consumer satisfaction, consumer trust, consumer loyalty and switching costs in one framework. The empirical study took place in the Hungarian mobile telecommunication market, because of the high penetration and the oligopolistic competition in the industry. The results suggest that the major indicator of consumer loyalty is the consumer trust in the companies, and consumer satisfaction is more likely to be an indicator of trust. Switching costs have little effect on loyalty compared with consumer trust or even satisfaction.