Abstract
With mobile phones becoming smarter, almost all operating systems are downloading and using data. Cellular service providers are concerned with decline in revenue due to constant decline in voice call and text messages and consequently more options of moving to competitor. This leads to building of a model that describes the critical factor explaining the switching of subscriber, to understand the factors for customer churn and identify the relationships between these three constructs with respect to higher mobile data usage. In order to validate the proposed relationship, Confirmatory Factor Analysis using Structure Equation Modelling is used. Findings indicate that one of the important construct of selecting a service provider is customer's satisfactory experience with the service provider. Also, it has been found that the significance of data services is constantly increasing for the subscribers. These findings will be useful to both service providers and researchers to comprehend the service quality parameters considering mobile subscribers view point. This can help to re-look the existing benchmarks and increase customer satisfaction.
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