brand switching
IJMBS Vol. 1, Issue 3, September 2011
ISSN : 23 30-9519 (O nline) | IS S N : 2 2 3 1 -2 4 6 3 ( Pri n t )
An Empirical Research on Factors Affecting Mobile
Subscriber Intention for Switching between Service
Providers in India
1
1,2
G. N. Satish Kumar, 2H. Vani, 3S. Vandana
Dept of M.B.A., Auroras’ Pg College, Moosarambagh, Hyderabad, Andhra Pradesh, India.
3
Auroras Pg College, Ramanthapur, Hyderabad, Andhra Pradesh, India.
Abstract
This empirical study has investigated the factors influencing the mobile subscribers Intention to switch mobile service providers in India based on Structured Equation Model (SEM).
Due to huge growth in mobile subscribers, heavy competition between service providers and Mobile Number portability facility given to the mobile subscribers there is a need to study the impact of various factors influencing mobile subscribers
Intention to switch service provider. The study was conducted on 361 Mobile phone subscriber for a period of 3 months. The data analysis was conducted in a three-stage process. First, reliability tests were performed. Upon satisfactory results, the factor analysis of the collected data was conducted followed by
Confirmatory Factor Analysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis and the validity of the model. Once the model was validated, SPSS Amos 18.0 is used to test the overall fitness of the SEM. The findings have revealed that Service Quality is the most important factor influencing the mobile subscriber
Intention to switch service provider compared to Promotional offers and Service Affordability. This study has important implication for researchers to understand the level of impact that these factors has on Intention for switching service provider and the correlation between these factors.
Keywords
Confirmatory Factor Analysis (CFA), Service Quality, Promotional offer, Service Affordability, Structured
ISSN : 23 30-9519 (O nline) | IS S N : 2 2 3 1 -2 4 6 3 ( Pri n t )
An Empirical Research on Factors Affecting Mobile
Subscriber Intention for Switching between Service
Providers in India
1
1,2
G. N. Satish Kumar, 2H. Vani, 3S. Vandana
Dept of M.B.A., Auroras’ Pg College, Moosarambagh, Hyderabad, Andhra Pradesh, India.
3
Auroras Pg College, Ramanthapur, Hyderabad, Andhra Pradesh, India.
Abstract
This empirical study has investigated the factors influencing the mobile subscribers Intention to switch mobile service providers in India based on Structured Equation Model (SEM).
Due to huge growth in mobile subscribers, heavy competition between service providers and Mobile Number portability facility given to the mobile subscribers there is a need to study the impact of various factors influencing mobile subscribers
Intention to switch service provider. The study was conducted on 361 Mobile phone subscriber for a period of 3 months. The data analysis was conducted in a three-stage process. First, reliability tests were performed. Upon satisfactory results, the factor analysis of the collected data was conducted followed by
Confirmatory Factor Analysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis and the validity of the model. Once the model was validated, SPSS Amos 18.0 is used to test the overall fitness of the SEM. The findings have revealed that Service Quality is the most important factor influencing the mobile subscriber
Intention to switch service provider compared to Promotional offers and Service Affordability. This study has important implication for researchers to understand the level of impact that these factors has on Intention for switching service provider and the correlation between these factors.
Keywords
Confirmatory Factor Analysis (CFA), Service Quality, Promotional offer, Service Affordability, Structured
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