Antecedents of switching intention in the mobile telecommunications industry

A partial least square approach

Farzana Quoquab, Jihad Mohammad, Norjaya Md Yasin, Nor Liza Abdullah

Research output: Contribution to journalArticle

2 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1087-1111
Number of pages25
JournalAsia Pacific Journal of Marketing and Logistics
Volume30
Issue number4
DOIs
Publication statusPublished - 10 Sep 2018

Fingerprint

Mobile telecommunications
Telecommunications industry
Partial least squares
Switching costs
Consumer innovativeness
Customer satisfaction
Factors
Structural equation modeling
Testing
Politicians
Marketers
Mobile phone
Service quality
Loyalty programs
Managers
Software
Design methodology
Quality of service
Pioneers
Moderator

Keywords

  • Consumer innovativeness
  • Customer satisfaction
  • Partial least square
  • Service quality
  • Service switching
  • Service switching costs

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing

Cite this

Antecedents of switching intention in the mobile telecommunications industry : A partial least square approach. / Quoquab, Farzana; Mohammad, Jihad; Yasin, Norjaya Md; Abdullah, Nor Liza.

In: Asia Pacific Journal of Marketing and Logistics, Vol. 30, No. 4, 10.09.2018, p. 1087-1111.

Research output: Contribution to journalArticle

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