Patel, Naresh K. - In: South Asian journal of marketing 5 (2024) 1, pp. 15-31
Purpose - Switching behavior is predominantly seen in the consumer buying behavior of the mobile industry. This …-on-competition (TEC) and pricing have a negative influence on customer switching behavior. The switching cost (SC) is the most significant … factor and has a positive impact, while service encounter failure (SEF) also positively impacts switching behavior. Research …