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Abstract
Switching cost is one of the most discussed contemporary issues in marketing in attempt to explain
consumer behaviour. The present research studied switching cost and its relationships with customer
retention, loyalty and satisfaction in the Nigerian telecommunication market. Based on questionnaire
administered to customers in the mobile telecommunication industry; the study finds that customer
satisfaction positively affects customer retention and that switching cost affects significantly the level
of customer retention. However, the effect of switching barriers on retention is only significant when
customers consider to exit.
Oyeniyi O. J., Abiodun A. J. - Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience
112 Business Intelligence Journal January
Zauberman, 2003). More importantly, time deter consumers from switching to other
is found to be a critical factor that influence service providers despite dissatisfaction.
consumers’ switching costs and lock-in Reference and peer group expectations,
(Zauberman, 2003). Empirical evidence, norms and pressure for conformity could
however, showed that reducing customer also discourage customers from switching
defections by five per cent increased profit through peers, expectation, norms and
by seventy five per cent and that defections conformity (Yi and Jeon, 2003).
have a stronger impact on profitability than This present study is based on the
market share, unit costs and many other subscription market. Consumers subscribe
factors usually associated with competitive to mobile services with no initial intention to
advantages (Reichheld and Sasser, 1990). switch, and they are expected to remain loyal
Furthermore, a number of factors have until some factors trigger them to switch. It
been identified in literature as determinants appeals to reason to suggest that customers
of switching costs some of these are: loyalty is should be highly influenced by
poor service quality (Yavas, Benkenstein customer satisfaction. This is because
and Stuhldreier, 2004); price (Gerrard customers with higher satisfaction tend to
and Cunningham, 2004); customer use the service continuously. However,
dissatisfaction (Bowen and Chen, 2001). studies showed that customer satisfaction
Research evidences indicate that customers is not enough to explain customer retention
can stay with a service provider when they despite the fact that it is an important factor
perceived the service quality to be high in customer retention (Anderson, 1994;
and behave conversely when the service Jones et al. 2002).Therefore, the transition
is perceived to be low (Keaveney, 2001; from loyalty to switching is determined
Jones and Sasser, 1995). Roos, Edvardsson by changes in the numerous underlying
and Gustafsson (2004) and Gerrard and factors. Based on the above the following is
Cunningham (2004), however found proposed:
that price has an overwhelming effect on
switching cost in insurance and banking Hypothesis 1: Customer
industries. Brand trust is also found to satisfaction has positive effect on
increase customers’ commitment and this the customer retention
makes customers’ propensity to switch
weaker (Morgan and Hunt, 1994). Other Switching cost is identified as a main
reasons identified in literature to influence cause of customer retention (Bumham, Frels
switching cost include seeking variety and Mahajam, 2003).In addition, increase in
(Givon, 1984), impulse (Stern, 1962) and switching cost leads to increase in risk and
situational context (Skoglam and Siguaw, burden of the consumers as well as the high
2004). dependency on the service provider (Jones
Jones, Mothersbaugh and Beatty (2000) et al. 2000; Morgan and Hunt, 1994). There
and Sharma and Patterson (2000) suggested are a number of benefits for a long term
that switching costs are determinants relationships between a company and the
themselves in determining switching. customers, such benefits include fellowship,
Bumham, Frels and Mahajam (2003) personal recognition, reduction in anxiety
investigation in cross- industry indicate that and credit, discount and time-saving and
switching cost such as monetary loss and customer management (Berry, 1995;
uncertainties with the new service provider Peterson, 1995). From the above it can
Oyeniyi O. J., Abiodun A. J. - Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience
114 Business Intelligence Journal January
the data on switching cost and retention validity, as unreliable research measures
measure for factor analysis was assessed lessen the correlation between research
using Bartlett’s test of sphericity (p=0.000) measures (Peter, 1979).
and Kaiser-Meyer-Olkin (KMO) Measure of The evaluation of the magnitude of
Sampling Adequacy for company A (0.859); reliability of coefficient does not have any
company B (0.680) and company C (0.590) . stringent rule. Nunnally (1967) made certain
This means that the data-set for this measure suggestions: modest reliability coefficient in
could be considered adequate for the basic research should range between 0.5-
application of factor analysis (Kaiser, 1970; 0.6 and for applied research a reliability
Kaiser and Rice 1974; Stewart 1981; Hart, coefficient of 0.9 is desirable standard. The
Webb and Jones, 1994). The factor analysis results of these analyses are shown in the
for the data of the three companies studied tables below
using specific service quality dimensions Bivariate frequency distribution of the
are shown in table 1. respondents, according to age, gender and
length of usage was presented. Descriptive
Table 1: Factor Analysis for Service Quality statistics were computed to examine
mensions different levels of satisfaction.
Dimensions
Component
1
Component
2
Component
3
Results and Discussions
Reliability .573 .874 .724
Table 2 shows the distribution of
Assurance .710 .827 .768
respondents’ age, sex and length of usage.
Empathy .533 .814 .674
The following sub-sections provide the
Loyalty .633 .757 .695
discussion of the respondents’ profile.
Exit .684 .730 .710 Gender: the gender distribution of
the respondents was skewed towards the
Construct validity of switching cost female. o167 (67.07%) of the respondents
construct was also ascertained by conducting were female while 82 (32.93%) were male.
a factor analysis following research Age: Majority of the respondents are
approach of Deshpande (1982). There were within the working class age bracket with
significant intercorrelations among some of only 17 (7.2%) and 28 (11.2%) outside
the switching cost variables, factor analysis official working age group. Though it was
was undertaken to identify a set of underlying not part of the objective of this study it can
dimensions (Kim and Lim (1988). The be inferred that majority of the respondents
sample size is relatively large certain criteria are persons with a means of livelihood. Only
of factor analysis were met. It was suggested 7.2% of the respondents are less than 18
that at least 50 respondents are required years of age.
for factor analysis (Hair, et al. 1979). Data
from three mobile telecommunication
companies were subjected to Cronbach’s
alpha analysis to determine the reliability
of the research measures. Cronbach’s alpha
coefficient served as additional evidence of
convergent validity (McColl-Kennedy and
Fetter (1999). Reliability is a condition for
Oyeniyi O. J., Abiodun A. J. - Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience
116 Business Intelligence Journal January
that assurance and reliability are positively reliability are independent variables. The
related to customer loyalty. This confirms results of the regression analysis are shown
findings of other studies that loyalty in tables 6 and 7 below. The R2 is 0.442
programmes are determinants of switching i.e.44.2 per cent, p<0.005. That means that
and loyalty. Customers find loyalty as a switching barrier effect on the relationships
switching deterrent (Yi and Jeon, 2003). between customer satisfaction and customer
Therefore, loyalty programmes are meant to retention account for about 44.2 per cent.
lure customers from competitors and to keep The F-ratio in table 7 is 97.45 when p< 0.001
them with the firms.
To test for the relationships between Table 6: Model Summary(b)
switching barrier and customer retention,
exit is used as independent variable while Model R R Square
Adjusted Std. Error of
R Square the Estimate
customer loyalty is the dependent variable.
1 .665(a) .442 .438 .46381
The regression analysis for simple regression
Predictors: (Constant), assurance, reliabilty
is shown in table 5 below. The R2 value is
0.329 (32.9%), p<0.005. This indicates that Dependent Variable: exit
the switching barriers in place by the mobile
telecommunication companies account Table 7: ANOVA(b)
for only 32.9 per cent loyalty. Switching
barriers are critical to loyalty. Several
Squares
Square
Sum of
Model
Mean
Sig.
switching barriers are employed by the
df
F
mobile telecommunication companies’ e.g.
price and service quality. A number of other 1 Regression 41.929 2 20.964 97.454 .000(a)
factors may account for loyalty and customer Residual 52.920 246 .215
retention. Table 5 shows that loyalty can Total 94.849 248
only account for 32.9 percent of those that Predictors: (Constant), assurance, reliabilty
exit from the mobile telecommunication
Dependent Variable: exit
companies. This result contradicts several
other findings that relate service quality
principally to loyalty (Fornell, 1992; Mittal Managerial Implications and
and Kamakura, 2001) Conclusion
Table 5: Model Summary(b) The major contribution from this study
is that switching barriers affect significantly
Model R R Square
Adjusted Std. Error of the level of customer retention, and also
R Square the Estimate
affect the relationship between customer
1 .574(a) .329 .327 .39533
satisfaction and customer retention. It does
Predictors: (Constant), exit
seem that switching costs could be used
Dependent Variable: loyalty to predict consumers’ behaviour in the
mobile telecommunication sector. Customer
The evaluation of the effects of switching satisfaction has positive effects on the
barriers on the relationships between customer retention. Thus, manager may need
customer satisfaction and customer retention to emphasize total satisfaction programme
is tested by making exit (switching barrier) in an attempt to retain customers in the
dependent variable while assurance and competitive telecommunication market.
Oyeniyi O. J., Abiodun A. J. - Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience
118 Business Intelligence Journal January
Berne, C., and Mugica, J. M. and Yague, M. Ganesh, J., Arnold, M. J. and Reynolds, K.E.
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Berry, L. L. (1991), ‘Services Marketing is
Different,’ in B. M. Enis & K. K. Cox Gerrard, P. and Cunninham, J. B. (2004),
(Eds.), Marketing Classics: A Selection ‘Consumer Switching Behaviour in
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Boston: Ally and Bacon Marketing, 18(3): 215-223
Oyeniyi O. J., Abiodun A. J. - Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience
120 Business Intelligence Journal January
Oyeniyi O. J., Abiodun A. J. - Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience