Antecedents of consumers' brand switching behavior in mobile service provider

Abstract

Purpose – Switching behavior is predominantly seen in the consumer buying behavior of the mobile industry. This research aims to identify the factors influencing consumers to switch from their present mobile service provider. The consumer of the mobile industry operates in a dynamic and ever-changing environment that is difficult to predict, so this paper aims to focus on these issues. Design/methodology/approach – The selection of factors was made with the help of qualitative study and quantitative research methods for further findings; with the help of a structured questionnaire, a total of 514 valuable responses were collected to get the results. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data. Findings – The finding shows that technology and edge-on-competition (TEC) and pricing have a negative influence on customer switching behavior. The switching cost (SC) is the most significant factor and has a positive impact, while service encounter failure (SEF) also positively impacts switching behavior. Research limitations/implications – The findings provide important implications for consumers switching brands if they are finding alternative offers that are cost-effective and SEF from service providers Practical implications – The study of one of the largest mobile markets is learning lessons for other markets around the world. This study will be helpful for mobile service provider companies in their branding and marketing strategies. This study will also be helpful to practitioners, educators and researchers in understanding the consumer behavior of mobile users. Social implications – The learning of the largest mobile market will be a great learning lesson for other mobile markets around the world. Consumer behavior will help marketers follow ethical practices and make their strategy so a consumer does not switch brands and remain satisfied with the existing brand. Originality/value – The study provides unique learning for practitioners, educators and researchers to understand the consumer behavior of mobile users. This will help marketers create factors that stop consumers from switching brands and develop strategies to retain customers.

Keywords

• Switching behavior
• Mobile service
• Switching cost
• Service inconvenience
• Pricing