A closer look at customer experience with bundle telecommunication services and its impacts on satisfaction and switching intention

Hugo Ribeiro (), Belém Barbosa (), António C. Moreira () and Ricardo Rodrigues ()
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Hugo Ribeiro: Aveiro University
Belém Barbosa: University of Porto
António C. Moreira: Aveiro University
Ricardo Rodrigues: Universidade da Beira Interior, NECE-UBI

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 14, 668-686

Abstract: Abstract The telecommunications sector faces a major challenge of high customer churn. Despite this, there is still a lack of research that explores the switching intention for telecommunication services, particularly with bundle services that currently dominate the market. This study aims to provide insight into consumer behaviour regarding bundle telecommunication services by examining the factors that impact satisfaction and switching intention, both directly and indirectly. Eighteen hypotheses were defined based on the literature, and were tested through a quantitative study with 910 bundle service customers using structural equation modelling with Smart-PLS. The results show that internet and television services have the strongest indirect impact on switching intention, mediated by overall satisfaction and loyalty. Additionally, the results indicate that switching costs and barriers do not significantly affect switching intention, and surprisingly, perceived contractual lock-in positively influences switching intention. This study provides a comprehensive understanding of the customer experience with bundled telecommunications services and offers relevant insights for telecommunication managers to prevent customer loss to competitors.

Keywords: Bundle services; Telecommunications; Customer experience; Service quality; Satisfaction; Loyalty; Switching intention; SEM-PLS (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-023-00222-w

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