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Do service bundlers and non-bundlers perceive switching barriers differently?

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  • Goitom Tesfom

Abstract

The article examines whether telecommunications service bundlers and non-bundlers perceive positive and negative switching barriers differently. Online questionnaires were administered to 331 telecommunications service customers, both bundlers and non-bundlers, to measure their perceptions of positive and negative switching barriers. Results of Kruskal-Wallis tests on telecommunications service bundlers and non-bundlers indicate that bundlers and non-bundlers differ significantly in their perception of positive switching barriers. The finding underscores the need for telecommunications companies to develop distinct marketing strategies for bundlers and non-bundlers. The theoretical and managerial implications of how differences in perceptions of positive switching barriers affect telecommunications service providers' efforts to acquire and retain customers are discussed.

Suggested Citation

  • Goitom Tesfom, 2026. "Do service bundlers and non-bundlers perceive switching barriers differently?," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 17(7), pages 29-43.
    • Handle: RePEc:ids:ijemre:v:17:y:2026:i:7:p:29-43
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