Service quality and customer switching behavior in China's mobile phone service sector

Dapeng Liang, Zhenzhong Ma and Liyun Qi

Journal of Business Research, 2013, vol. 66, issue 8, 1161-1167

Abstract: Service quality and customer switching behavior are among the most important factors that affect service companies' market share and profitability, yet they remain understudied in China's service sectors. This study surveys 400 customers to explore the perceived importance of various aspects of service quality and customer switching behavior in China's mobile phone service sector. The study identifies the following seven critical factors, listed in descending order of influence, that cause customers to switch mobile phone service providers: core service failure, high price, ethical problems, competition, inconvenience, service encounter failure, and influence from family/friends/group. The paper concludes with implications of the findings for service marketing and for multinational companies expanding into Chinese service markets.

Keywords: China; Mobile phone service; Service market; Service quality; Switching behavior (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:8:p:1161-1167

DOI: 10.1016/j.jbusres.2012.03.012

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