| dc.description.abstract | The target of this study is to identify the factors affecting switching behavior
in using the mobile service in Vietnamese subscribers. In the conceptual framework
model, there were six factors impact to switching behavior including price, service
quality, customer lock-in, switching cost collected in two group factors customer
satisfaction and switching barrier follow previous hypothesis. Demographic
characteristic relate to the level of impact behavior, it is associated with six factors
above as intervening variable were also hypothesized to affect switching behavior.
The target population for study was the subscribers in Ho Chi Minh City. The
author applied quantitative approach as the major method to conduct the study with
main statistic technique consisting factor analysis, regression, path analysis. The
result found from the study provided clearer understanding for mobile service
providers in Vietnam bases on the experimental evidence. It gets whole information
from mobile subscribers shown that switching behavior was directly affected by
price, switching cost and indirectly by customer satisfaction. Besides, the switching
behavior was also indirectly affected by relationship demographic features.
With a full overview of switching behavior in telecommunication services in
Vietnam, discovering factors impact to switching behavior will be a premise for
building strategic marketing and new development of products that Vietnamese
providers. From that, plans face with potential competition risk from foreign
competitor in future is being prepared.
Keywords: switching behavior, mobile services provider, satisfaction failure,
alternative attractiveness, brand attractiveness, social influences, switching barrier,
and perceived switching cost. | en_US |
