A comparison between switching intention and switching behaviour in the South African mobile telecommunication industry

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dc.contributor.advisor Jordaan, Yolanda en
dc.contributor.postgraduate Van der Merwe, Michelle Caroline en
dc.date.accessioned 2016-06-09T13:02:01Z
dc.date.available 2016-06-09T13:02:01Z
dc.date.created 2016-04-14 en
dc.date.issued 2016 en
dc.description Thesis (PhD)--University of Pretoria, 2016. en
dc.description.abstract Rapid growth in the mobile telecommunications industry has resulted in near-saturated markets and thus intense competition. Due to high new customer acquisition costs, mobile network operators (MNOs) provide attractive offers to competitors existing customers to encourage switching. Consequently, MNOs currently face accelerated switching rates, despite using contracts as a means of customer lock-in. Therefore preventing switching in this industry has become vital. The study develops and tests a conceptual switching intention model using switching intention data. Switching antecedents investigated are relational switching costs, perceived value and alternative attractiveness. Subsequently, actual switching behaviour data is compared to the conceptual switching intention model. Finally, the role of relationship characteristics in both switching contexts is investigated. Primary data was collected via an online self-administered survey using a cross-sectional online panel. A contract with a South African MNO was a prerequisite for survey participation. Parameter estimates were obtained using maximum likelihood (ML) in AMOS and bootstrapping was conducted to confirm the stability of the ML estimates. EQS was used to obtain robust ML indices. The switching intention model fit indices obtained were as follows: x^2/df = 6.004 (x^2 = 966.61; df = 161; p < 0.000); RMSEA = 0.070 [0.066; 0.074]; NNFI = 0.943; CFI = 0.952. In the switching behaviour context, the three antecedents explained only 12% of variance; whereas the same antecedents explained 52% of variance for switching intention. The results suggest that factors other than the antecedents investigated drive switching behaviour. Relationship depth weakly influenced switching intention, while the influence of relationship length and breadth was negligible. None of the relationship characteristics influenced switching behaviour. The strongest predictor of switching intention was alternative attractiveness. The relationship strength of the dependent variable and antecedent variables was stronger in the switching intention context than in the switching behaviour context. Findings suggest that switching intention and switching behaviour are intrinsically different. Moreover, customers may perceive an increase in their monthly bill as a reason to switch. However other factors may influence customers when their actual switching decision is made. en
dc.description.availability Unrestricted en
dc.description.degree PhD
dc.description.department Marketing Management en
dc.identifier.citation Van der Merwe, MC 2016, A comparison between switching intention and switching behaviour in the South African mobile telecommunication industry, PhD Thesis, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/53007> en
dc.identifier.other A2016 en
dc.identifier.uri http://hdl.handle.net/2263/53007
dc.language.iso en en
dc.publisher University of Pretoria en_ZA
dc.rights © 2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. en
dc.subject UCTD en
dc.title A comparison between switching intention and switching behaviour in the South African mobile telecommunication industry en
dc.type Thesis en


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