Switching factors of mobile customers in Korea

This paper investigates factors affecting the switching behavior of customers in the Korean mobile industry. It has been known that four factors such as customer satisfaction, switching cost, alternative attractiveness, and customer loyalty have influences on the switching behavior. An empirical study of mobile subscribers in Korea confirms that customer satisfaction significantly affects customer loyalty. It has found that switching cost directly affects customer loyalty, but does not play the moderating role in the customer satisfaction — customer loyalty relationship. However, alternative attractiveness has no impact on customer loyalty directly and no moderating role in the customer satisfaction — customer loyalty relationship.

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