Antecedents of Customer Switching Intentions: A case study of Nokia Mobile Phones’ users

Abstract

The current study moves beyond satisfaction and proposes that switching variables are important factors impacting a customer’s decision to switch from a service provider. The purpose of the study analyzes customer switching intention about Nokia mobile. In this sample only one company’s customers include, so the findings may not be generalized to other companies. There are many variables which impact on customer decision and enable to customer choose the better services which available in market.  These variables impact on customer decision in many ways like, perceived switching cost, the attractiveness of alternatives and service quality. We propose this study to find and support those variables model which influence between core-service satisfaction and customer switching intention. The results indicates that the influence of core-service quality satisfaction on repurchase intentions and decreases switching intention and make customer loyal with that product for a long period. Although switching variables had no influence on repurchase intentions when satisfaction was high, switching variables positively influenced on repurchase intentions when satisfaction was low. Future research in other service industries is called for.