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3. Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

Title:	Service loyalty and switching behaviour in mobile phone service usage
Authors:	Farzana Quoquab Habib (P37045)
Supervisor:	Aliah Hanim M., Prof. Dr.
Keywords:	Universiti Kebangsaan Malaysia -- Dissertations Customer loyalty Cell phones Consumer satisfaction Consumer behavior Dissertations, Academic -- Malaysia
Issue Date:	10-May-2012
Description:	The term 'loyalty' is acknowledged as an important indicator of the likely success of a service business whereas, 'switching' costs a service firm the customer's future revenue stream. Current knowledge fails to explain fully the prevalence of satisfied consumers who defect and dissatisfied consumers who do not. In this instance, switching cost has been proposed to solve this problem. Furthermore, the expectancy-disconfirmation theory stimulates the idea that performance (quality) as perceived, leads to satisfaction, which consequently will lead to the intention to continue or discontinue the services. Moreover, though it is proven that consumer innovativeness has certain impact on behavioral intention; it is yet to be tested in relation to loyalty/switching link. To address these research gaps, this DBA research aims to examine the effect of service quality, service satisfaction, switching cost and consumer innovativeness on service loyalty and switching behaviour in mobile phone service usage. Twenty three hypotheses have been developed framed on three research questions. The data for analysis was collected in the May-July 2010 period via a structured questionnaire survey that yielded 535 usable questionnaires from employees and students of five public universities and two private universities located in Malaysia's multimedia super-corridor region. Structural equation modeling and moderated regression analysis were used to analyse the data. Out of 23 hypotheses developed, 16 are supported. Test results reveal that service satisfaction, switching cost and service quality are the three antecedents that directly influence service loyalty. On the other hand, switching cost, consumer innovativeness and service satisfaction have significant influence on service switching. Moreover, service satisfaction is found to be a partial mediator between 'service quality' and 'service loyalty', and a full mediator betwee 'service quality' and 'service switching'. Furthermore, switching cost has been proven to have a direct effect on both service loyalty and switching, but it does not exert a moderating effect. In this way, the present research contributes significantly to the theory examining new links: (1) by verifying the mediating effect of service satisfaction in the 'service quality' and 'service switching' relationship, (2) by testing switching cost as a moderator in the 'service satisfaction' and ' service switching' link, and (3) considering consumer innovativeness as the antecedent of service loyalty/switching. In sum, by incorporating both switching and loyalty in one model, this research offers a richer explanation than past studies that examined these constructs in isolation. Findings from this study will develop insights to enable policy-makers, managers and marketers to better strategize and effectively implement loyalty programs and prevent their customers from switching. This will enhance value creation for both their users and for the industry.,Certification of Master's/Doctoral Thesis" is not available
Pages:	357
Call Number:	HF5415.5.F345 2012 tesis
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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