EFFECT OF TRUST, SWITCHING COST, ALTERNATIVE ATTRACTIVENESS, AND COMMITMENT ON COSTUMER INTENTION BEHAVIOUR TO SWITCH THEIR CELLULAR PHONE PROVIDER
Cellular telecommunication industry using Global System for Mobile Communication (GSM)-900/1800 technologies is one of industrial sectors that shows highly fluctuate growth of costumer. It is indicated by tight competitions between cellular phone providers in attracting costumer to use their product...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/12455 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Cellular telecommunication industry using Global System for Mobile Communication (GSM)-900/1800 technologies is one of industrial sectors that shows highly fluctuate growth of costumer. It is indicated by tight competitions between cellular phone providers in attracting costumer to use their products. Competition phenomenon in business sectors demands every company to develop, or even innovate, their products or services. Therefore companies are encouraged to evaluate their costumer to maintain the existing costumer and also attracting new costumers.<p>This research was aimed to identify effect of trust factor, switching cost, alternative attractiveness, affective commitment, and continuance commitment on behavior intention of post-paid cellular phone costumers to devolve upon other providers. Data was collected by distributing questionnaire to 225 post-paid cellular phone users in some points in Bandung. Data from 210 respondents are valid to be further processed. Data processing employs Multiple Regression Analysis using SPSS 13.0 software.<p>Data analysis shows that affective commitment has significant effect on costumer behavior intention to switch their cellular phone provider. Likewise, continuance commitment significantly affects costumer behavior intention to devolve upon other cellular phone providers. Forcefull trust strengthen costumer affective commitment thereby influence costumer behavior intention in switching the provider. This study also reveals that the more provider alternatives available, the weaker costumer's continuance commitment, thus affects costumer behavior intention to switching provider. In addition, less switching cost experienced by costumer causes weaker continuance commitment to certain provider, thus affect costumer behavior intention to switch their cellular phone provider. <br />
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