Switching Behaviour of Young Adults in Cellular Service Industry: An Empirical Study of Pakistan

Abstract

The switching behaviour in cellular services has been constantly observed in the consumers. Therefore, it becomes difficult for cellular service providers to gain the competitive advantage and retain the consumers. The main focus of this study is to observe the factors that are pushing consumers to switch from their present cellular network. For the collection of data, questionnaire was rotated among the university students. In total, 247 useful responses were used in order to get the findings. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation model (SEM) were used for the evaluation of data. The findings show that inconvenience have a negative and significant impact on switching behaviour of the young adults. As compared to this, service encounter failure and attraction by competitors have a positive and significant impact on switching behaviour of the young adults. This study will help the companies in understanding the behaviour of the cellular subscribers and will also help to sustain them. The article also highlights the factors that are important for the consumers before making decision for final purchase or switching the network.