Implications of New Technological Adaptions on Switching Barriers: An Empirical Study of Mobile Telecommunication Subscribers in Sri Lanka

With the technological advancements in the past few years in the mobile telecommunication industry, customer requirements and their behavioral patterns changed a lot. Implications of two of most popular such technological approaches which are independent from the service provider were discussed in this paper. Usually, firms have identified the value of maintaining a higher level of switching barriers since it is one kind of successful strategic aspects in mobile telecommunication. But, the importance of these strategies was challenged with the adoptions of new technologies. Therefore, to study its’ implication, data set was obtained by conducting a survey from randomly select mobile subscribers in Sri Lanka. Descriptive statistics, correlation analysis, t-test and factorial ANOVA test were used for the data analysis purpose. According to the analysis, it is revealed that these two technological advancements are weakened the level of switching barriers significantly. It may allow subscribers to switch service providers easily. On the other hand, subscribers with higher relationship age are having the highest switching barrier level even though they are users of those new technologies. But a significant differenceamong users and non-users has been identified through the study. Thus, policy makers are required to come up with new strategies to retain those subscribers within the network Key Words:Switching barrier, technological advancements, Mobile voice over internet protocol, switching cost, relationship age