Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia

The Malaysian telecommunication industry is becoming more competitive allowing mobile phone subscribers expose to a broader choice of service providers. However, there are limited studies on the factors influencing customers' intention to switch to prepaid mobile phone services in the Malaysian...

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Main Author:	Wan 'Aliaa, Wan Anis
Format:	Thesis
Language:	eng eng eng
Published:	2022
Subjects:	TK5101-6720 Telecommunication HF5415.33 Consumer Behavior. TK6570 Mobile Communication System.
Online Access:	https://etd.uum.edu.my/10423/1/permission%20to%20deposit-not%20allow-900167.pdf https://etd.uum.edu.my/10423/2/s900167_01.pdf https://etd.uum.edu.my/10423/3/s900167_02.pdf
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id	my-uum-etd.10423
record_format	uketd_dc
spelling	my-uum-etd.104232023-03-29T01:26:25Z Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia 2022 Wan 'Aliaa, Wan Anis Mohd. Noor, Nor Azila Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business TK5101-6720 Telecommunication HF5415.33 Consumer Behavior. TK6570 Mobile Communication System. The Malaysian telecommunication industry is becoming more competitive allowing mobile phone subscribers expose to a broader choice of service providers. However, there are limited studies on the factors influencing customers' intention to switch to prepaid mobile phone services in the Malaysian telecommunication industry. Therefore, this study examines the relationship between price, satisfaction, alternative attractiveness, switching cost, mobile number portability-induced self-efficacy, and customer intention to switch service provider. The moderating role of mooring factors (switching cost and mobile number portability-induced self-efficacy) between push factors and customer intention to switch service provider and pull factors and the intention to switch service provider is also examined. The underpinning theory used in this study was Push-Pull-Mooring (PPM) Model. Data were collected using a proportional stratified sampling technique among 339 students from six public universities in the northern region of Peninsular Malaysia. This study used intercept survey method as a data collection method. Data were analyzed using the partial least squares-structural equation modelling (PLS-SEM) approach. The results found that price, alternative attractiveness, and mobile number portability-induced self-efficacy positively influence intention to switch service provider, whereas satisfaction and switching cost negatively impact intention to switch service provider. However, mooring factors (switching cost and mobile number portability-induced self-efficacy) do not moderate the relationship between push factors and intention to switch service provider and pull factors and intention to switch service provider. This study has extended the findings on switching behavior from Malaysia's telecommunication industry, particularly the prepaid market segment, and Push-Pull-Mooring (PPM) model from the Malaysian context. The suggestions for future research are also discussed. 2022 Thesis https://etd.uum.edu.my/10423/ https://etd.uum.edu.my/10423/1/permission%20to%20deposit-not%20allow-900167.pdf text eng staffonly https://etd.uum.edu.my/10423/2/s900167_01.pdf text eng staffonly https://etd.uum.edu.my/10423/3/s900167_02.pdf text eng staffonly other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Mohd. Noor, Nor Azila
topic	TK5101-6720 Telecommunication HF5415.33 Consumer Behavior. TK6570 Mobile Communication System.
spellingShingle	TK5101-6720 Telecommunication HF5415.33 Consumer Behavior. TK6570 Mobile Communication System. Wan 'Aliaa, Wan Anis Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia
description	The Malaysian telecommunication industry is becoming more competitive allowing mobile phone subscribers expose to a broader choice of service providers. However, there are limited studies on the factors influencing customers' intention to switch to prepaid mobile phone services in the Malaysian telecommunication industry. Therefore, this study examines the relationship between price, satisfaction, alternative attractiveness, switching cost, mobile number portability-induced self-efficacy, and customer intention to switch service provider. The moderating role of mooring factors (switching cost and mobile number portability-induced self-efficacy) between push factors and customer intention to switch service provider and pull factors and the intention to switch service provider is also examined. The underpinning theory used in this study was Push-Pull-Mooring (PPM) Model. Data were collected using a proportional stratified sampling technique among 339 students from six public universities in the northern region of Peninsular Malaysia. This study used intercept survey method as a data collection method. Data were analyzed using the partial least squares-structural equation modelling (PLS-SEM) approach. The results found that price, alternative attractiveness, and mobile number portability-induced self-efficacy positively influence intention to switch service provider, whereas satisfaction and switching cost negatively impact intention to switch service provider. However, mooring factors (switching cost and mobile number portability-induced self-efficacy) do not moderate the relationship between push factors and intention to switch service provider and pull factors and intention to switch service provider. This study has extended the findings on switching behavior from Malaysia's telecommunication industry, particularly the prepaid market segment, and Push-Pull-Mooring (PPM) model from the Malaysian context. The suggestions for future research are also discussed.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Wan 'Aliaa, Wan Anis
author_facet	Wan 'Aliaa, Wan Anis
author_sort	Wan 'Aliaa, Wan Anis
title	Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia
title_short	Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia
title_full	Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia
title_fullStr	Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia
title_full_unstemmed	Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia
title_sort	examining customers’ intention to switch to prepaid mobile phone service providers in northern malaysia
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2022
url	https://etd.uum.edu.my/10423/1/permission%20to%20deposit-not%20allow-900167.pdf https://etd.uum.edu.my/10423/2/s900167_01.pdf https://etd.uum.edu.my/10423/3/s900167_02.pdf
_version_	1776103813861605376

Examining customers’ intention to switch to prepaid mobile phone service providers in northern Malaysia

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