Abstract:
The paper proposed and empirically validated a theoretical model for
explaining antecedents and consequence of consumer switching intentions in
the mobile telecommunication service context. The proposed model was
validated with data from 736 subscribers of six global providers of
telecommunication services. Results indicate that the proposed model explains
59% of switching intentions; all antecedents under push, pull and three types of
mooring effects significantly influence switching intentions. Switching
intention was found to negatively affect loyalty and recommendation
behaviour, but did not influence switching behaviour. The study provides
theoretical extensions to the push-pull-mooring model of consumer switching.
While the study is limited to the mobile telephony context, it offers a new
theoretical model that enables marketing managers to fully conceptualise
competing factors that affect consumer switching process.
