A Theoretical Model for Explaining Subscribers’ Intention to Switch Back in Mobile Telecommunication Industry: Implications for Management

Abstract

The paper proposes a model for explaining factors that influence consumer intentions to switch back (unswitch) inthe mobile telecommunication industry context. The proposed structural model was tested using data from across-section of 756 subscribers of six global mobile telecommunication companies. The findings indicate thatconsumer intention to switch back is influenced by switching motive, post-switching behaviour and attractiveness offirm’s offer. Moreover, switching efficacy was found to moderate the effect of perceived attractiveness of firm’soffer on intention to switch back. The theoretical and managerial implications are discussed.