Factors affecting service provider switching intentions among university students

Abstract

The growing number of mobile phone service providers has intensified competition among companies, resulting in a variety of attractive packages and plans aimed at attracting customers. This competitive environment has encouraged subscribers to switch to different service providers. Since Prepaid subscribers are not bound by contractual obligations, they have greater flexibility to switch providers. Factors affecting service provider switching intentions among university students are examined, focusing on the effects of price, satisfaction, alternative attractiveness and MNP-induced self-efficacy on intention to switch. The paper also explores potential methodologies that could be valuable for analyzing these factors. The findings of this study are expected to deepen the understanding of what factors influence university students to switch service providers.