Abstract:
The world is becoming more competitive with the growing of the
technology and competition has become a part of the
telecommunication industry. With competition, customer
switching has become a popular topic in the business world. The
Sri Lankan telecommunication industry has high competition due
to only five mobile service providers are operating in the industry.
In order to retain their current customers, service providers must
understand customer switching behavior. With the initially
conducted preliminary survey, it was revealed that mobile users
who are in the age category of 16-35 years have high switching
behaviors towards mobile service providers in Western province
in Sri Lanka. Therefore, the objective of the current study was to
investigate the factors impact on mobile users who are in the age
category of 16-35 years have high switching behaviors towards
mobile service providers in Western province in Sri Lanka. The
data was collected from 500 mobile service users through selfadministered questionnaire using convenience sampling
technique. The study was found that Pricing, Inconvenience, Core
Service Failure, Employee Responsiveness to Service Failure,
Attraction by Competitors and Change in Technology have
significant positive impact on customer switching behavior. And
Switching Cost and Service Encounter Failure do not impact on
customer switching behavior in Sri Lankan telecommunication
industry. The outcomes of the study will help the management of
mobile service providers in making decisions to retain their
current customers and attract new customers from competitors
