Brand Switching Behavior among Internet Service Users: Investigation of Mediating Effect of Switching Intention

Rita Subedi; Padam Bahadur Lama; Sanjay Rajbhandari

doi:10.51867/scimundi.6.1.32

Authors

Rita Subedi Tribhuvan University, Saraswati Multiple Campus https://orcid.org/0000-0002-1498-4480
Padam Bahadur Lama Tribhuvan University, Nepal https://orcid.org/0000-0002-1498-4480
Sanjay Rajbhandari Tribhuvan University, Nepal https://orcid.org/0009-0008-2542-8149

DOI:

https://doi.org/10.51867/scimundi.6.1.32

Keywords:

Brand Switching Behavior, Service Encounter Failure, Switching Cost, Switching Intention

Abstract

This paper aims to investigate the brand-switching behavior among internet service users by assessing the mediating effect of switching intention in Kathmandu, Nepal. The switching behavior of service users relies on diverse factors, which reveals inconsistent evidence. Thus, this research attempts to discover the existing research gap. This research is theoretically grounded on the idea of planned behavior. This research employed a descriptive and explanatory research design. Moreover, a total of 385 useful primary sources of data were collected using the judgmental sampling techniques and disseminating a structured questionnaire consisting of a five-point Likert scale. Further, data were analyzed with Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings of the study revealed an adverse influence of service failure on brand-switching behavior. Additionally, switching cost and switching intention positively influence brand-switching behavior among internet service users. Similarly, service encounters, stagnation, and switching costs are favorably inclined with the brand-switching intention of consumers. This evidence concludes that a strategic move of an internet service provider could enhance favorable behavior among the service users by managing service failure and service costs to stabilize the switching behavior among service users. Thus, these findings establish a benchmark for the business executive to drive the organization towards a sustainable path by enhancing the understanding of the market scenario and simultaneously offering evidence for research scholars. Furthermore, this research recommended that internet service providers embrace better service standards to prevent switching behavior of clients strategically and provide equal attention to adopt a cost leadership approach, which ultimately helps retain clients, eliminating prospective challenges of switching behavior.

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