The effect of switching barrier factors on customer loyalty: evidence from the mobile telecommunication market in Tuyen Quang province

Abstract

     The mobile telecommunications market in Vietnam is gradually becoming more saturated. Retainingcustomers puts pressure on suppliers, especially when trends enable "Mobile number portability"will be implemented in the near future. Tills research was designed to measure the effect ofthose switching barriers factors to mobile telecommunications service. Research methods of multivariateanalysis (reliability testing, exploratory factor analysis, correlation, regression) wereused. Research resuh from 897 clients m Tuyen Quang found that 05 factors affecting customerloyally are (1) call quality, (2) attitude of service, (3) switching losses. (4) convenience and (5)transaction utility. The attitude of service was found to have inverse effects on customer loyalty.