A Study on Factors Influencing Customer Switching Behaviour among Mobile Phone Service Providers

Purpose: The purpose of this study is to identify and assess the factors influencing customer switching behaviour among mobile phone service users, and to examine the impact of these identified factors on switching behaviour. Methodology: The study adopts a quantitative, cross-sectional research design based on primary data collected from mobile phone subscribers through a structured questionnaire, and applies a two-stage analytical approach combining Artificial Neural Network-based factor identification with Structural Equation Modelling-based impact testing. Findings: The findings reveal that brand image and trust emerged as the most influential factor shaping customer switching behaviour, followed by pricing, value-added services, service quality, customer care, and switching cost. The results further confirm that the structural model exhibited a strong fit to the data, and that the identified factors collectively exert a significant and positive impact on switching behaviour. Consequently, the null hypothesis of no significant impact stands rejected. Conclusion: The study concludes that customer switching behaviour in the mobile telecom sector is a multi-dimensional phenomenon driven jointly by relational, economic, and service-related considerations rather than any single factor. It highlights that brand trust and value perception are at least as important as price and network quality in retaining subscribers. The findings offer mobile service providers an evidence-based basis for prioritising retention investments across these dimensions. The study also opens avenues for future research incorporating larger samples, additional behavioural constructs, and emerging technology contexts such as 5G.