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Service quality and customer switching behavior in China's mobile phone service sector

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  • Liang, Dapeng
  • Ma, Zhenzhong
  • Qi, Liyun

Abstract

Service quality and customer switching behavior are among the most important factors that affect service companies' market share and profitability, yet they remain understudied in China's service sectors. This study surveys 400 customers to explore the perceived importance of various aspects of service quality and customer switching behavior in China's mobile phone service sector. The study identifies the following seven critical factors, listed in descending order of influence, that cause customers to switch mobile phone service providers: core service failure, high price, ethical problems, competition, inconvenience, service encounter failure, and influence from family/friends/group. The paper concludes with implications of the findings for service marketing and for multinational companies expanding into Chinese service markets.

Suggested Citation

  • Liang, Dapeng & Ma, Zhenzhong & Qi, Liyun, 2013. "Service quality and customer switching behavior in China's mobile phone service sector," Journal of Business Research, Elsevier, vol. 66(8), pages 1161-1167.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:8:p:1161-1167
    DOI: 10.1016/j.jbusres.2012.03.012
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    8. Gerpott, Torsten J. & Ahmadi, Nima & Weimar, Daniel, 2015. "Who is (not) convinced to withdraw a contract termination announcement? – A discriminant analysis of mobile communications customers in Germany," Telecommunications Policy, Elsevier, vol. 39(1), pages 38-52.
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    19. Ebhote Oseremen, 2021. "Long-Term Relationship Building and Customer Switching Behaviour in the Mobile Telecommunication Industry in Nigeria," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 24(80), pages 24-42, June.
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    22. Zeng, Tian & Botella-Carrubi, Dolores, 2023. "Improving societal benefit through transformative consumer research: A descriptive review," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
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