TITLE:
Improve Communication Quality by Understanding Customer Switching Behavior in China’s Telecom Sector
AUTHORS:
Salman Awan, Yanxia Cheng
KEYWORDS:
Customer Switching Behavior, Telecom Customer Loyalty and Relationship Marketing Communication, Newsletters, Situational, Influential and Reactional Triggers, Switching Determinants
JOURNAL NAME:
iBusiness,
Vol.8 No.4,
November
14,
2016
ABSTRACT: This paper analyzes telecom consumer relationship by
exploring customer switching behavior and classifying communication categories
to support companies in planning applicable communication to thwart the
consumer switching and improving consumer loyalty. Quantitative research is
carried out by surveying 383 telecom consumers who have experienced the
switching process. Findings uncover that telecom consumers selected distinct
information methods before making switching decision. Active consumers prefer newsletter
based on quality of service while passive consumers select newsletter largely
based on competitive prices.