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An exploratory study of the determinants of switching and loyalty in prepaid cell phone users. An application of concept mapping


  • Luis Miranda-Gumucio


  • Ignacio Gil-Pechuán


  • Daniel Palacios-Marqués



This study uses empirical data to identify the reasons that lead customers to discontinue their association with a cell phone company, along with aspects that foster customer loyalty with a view to strengthening business strategy, so that factors valued by customers are reinforced and those that can lead to switching can be avoided. Pricing strategy, network quality, innovation and development of products and services, and customer care are the major determinants of loyalty: while costly rates, problems related to technological capability, a lack of innovative promotions and deficiencies in the quality of customer care are the main reasons for switching. Copyright Springer-Verlag Berlin Heidelberg 2013

Suggested Citation

  • Luis Miranda-Gumucio & Ignacio Gil-Pechuán & Daniel Palacios-Marqués, 2013. "An exploratory study of the determinants of switching and loyalty in prepaid cell phone users. An application of concept mapping," Service Business, Springer;Pan-Pacific Business Association, vol. 7(4), pages 603-622, December.
  • Handle: RePEc:spr:svcbiz:v:7:y:2013:i:4:p:603-622
    DOI: 10.1007/s11628-012-0177-3

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    References listed on IDEAS

    1. Gary Akehurst, 2008. "What do we really know about services?," Service Business, Springer;Pan-Pacific Business Association, vol. 2(1), pages 1-15, March.
    2. David McKee, 2008. "Services, growth poles and advanced economies," Service Business, Springer;Pan-Pacific Business Association, vol. 2(2), pages 99-107, June.
    3. Trochim, William M. K. & Linton, Rhoda, 1986. "Conceptualization for planning and evaluation," Evaluation and Program Planning, Elsevier, vol. 9(4), pages 289-308, January.
    4. Eshghi, Abdolreza & Haughton, Dominique & Topi, Heikki, 2007. "Determinants of customer loyalty in the wireless telecommunications industry," Telecommunications Policy, Elsevier, vol. 31(2), pages 93-106, March.
    5. Kim, Moon-Koo & Park, Myeong-Cheol & Jeong, Dong-Heon, 2004. "The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services," Telecommunications Policy, Elsevier, vol. 28(2), pages 145-159, March.
    6. Lukasz Grzybowski, 2008. "Estimating Switching Costs in Mobile Telephony in the UK," Journal of Industry, Competition and Trade, Springer, vol. 8(2), pages 113-132, June.
    7. Lai-Ying Leong & Teck-Soon Hew & Keng-Boon Ooi & Binshan Lin, 2012. "The determinants of customer loyalty in Malaysian mobile telecommunication services: a structural analysis," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 4(3), pages 209-235.
    8. Chuang, Yi-Fei, 2011. "Pull-and-suck effects in Taiwan mobile phone subscribers switching intentions," Telecommunications Policy, Elsevier, vol. 35(2), pages 128-140, March.
    9. Pratompong Srinuan & Erik Bohlin & Gary Madden, 2012. "The determinants of mobile subscriber retention in Sweden," Applied Economics Letters, Taylor & Francis Journals, vol. 19(5), pages 453-457, March.
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    Cited by:

    1. Jesús Cambra-Fierro & Iguácel Melero-Polo & Javier Sese, 2015. "Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 297-320, June.
    2. repec:spr:svcbiz:v:12:y:2018:i:1:d:10.1007_s11628-017-0341-x is not listed on IDEAS


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