Service Failures and Customer Switching Behavior of Mobile Communication Services

Abstract

Service quality strategies executed among mobile communication service providers of Sri Lanka have been aggressive due to intensive competition exists. Customers do have multiple options to bargain on mobile service providers, and customers switching behavior has been frequent evidence in this industry. This study focused on analyzing the impact of service failures on customer switching behavior. Three types of service failures namely Core Service Failure (CSF), Service Encounter Failures (SEF) and Response to Service Failure (RSF) had been observed on their impact on switching behavior. The sample consisted with 150 respondents selected out of pre paid customers, and the data were collected by using structured questionnaire. Two hypotheses were tested by using descriptive and inferential statistics. It was reported that CSF had the highest impact than SEF and RSF on switching behavior followed by 3. 031 of mean value and 0.674 of standard deviation. CSF has found less correlation with SEF and RSF. Keywords: Service quality, Switching behavior, Service failures, Mobile service industry

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