Which Of The Following Factors Is The Most Likely Reason Consumers Change Providers Of A Service?

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Journal of International Business organisation Inquiry and Marketing
Book i, Issue 5, July 2016, Pages 12-19

Why Consumers (Do Not) Modify Their Mobile Service Providers – A Hungarian Study

DOI: ten.18775/jibrm.1849-8558.2015.fifteen.3002
URL: https://doi.org/10.18775/jibrm.1849-8558.2015.15.3002

Kárioli Gáspár University of the Reformed Church in Hungary, Kinesthesia of Law, Budapest, Hungary

Abstract: The nowadays study introduces the connexions of consumer satisfaction, consumer trust, consumer loyalty and switching costs in one framework. The empirical study took identify in the Hungarian mobile telecommunication market, because of the high penetration and the oligopolistic contest in the industry. The results suggest that the major indicator of consumer loyalty is the consumer trust in the companies, and consumer satisfaction is more probable to exist an indicator of trust. Switching costs accept footling effect on loyalty compared with consumer trust or even satisfaction.

Keywords: Consumer behavior, Consumer satisfaction, Consumer trust, Consumer loyalty, Mobile communication, Switching costs

Why Consumers (Do Not) Change Their Mobile Service Providers – a Hungarian Study

1. Introduction

Although many other publications have already involved the consumer satisfaction, consumer trust and consumer loyalty, much less studies involved all of these three topics in the same enquiry, specially such a report, which suggested coincidental relationship betwixt consumer satisfaction and consumer trust. Previous studies usually considered the consumer satisfaction as a straight antecedent of consumer loyalty (Turel et al, 2006), or studied the consumer trust next to the satisfaction without because whatever casual relationship between satisfaction and trust. The connection betwixt the switching costs and consumer loyalty also have been researched previously (Aydin et al, 2005), merely the present study examine the effects of switching costs in a more than complex framework together with the satisfaction and trust. Switching costs can exist elaborated a more than rational reason to behave loyal.

The reason to examine the telecommunication sector is also supported by the fact, that at the beginning of the 2000s, and before this time, the number of mobile devices with the demand on mobile services has been grown exponentially worldwide (Goode et al, 2005; Souki et al, 2008). Nowadays, the mobile service providers need to focus more on the consumer retentivity, than to learn new clients and increase their market shares (Turel et al, 2006), because the growth of telecommunication market is decreasing, and the competition is increasing. In such circumstance, to maintain the marketplace share also get more important (Aydin et al, 2005).

So the aim of the present report is to provide additional understanding nigh the topic of consumer satisfaction, consumer trust, and consumer loyalty, simply as well to involve the effect of perceived switching costs of the consumers. The study was done in the field of Hungarian mobile telecommunications services market, considering this market is glutted and emphasises the importance of consumer loyalty. Co-ordinate to the report of the National Media and Infocommunications Authority of Hungary, the penetration of mobile services reached 115,5% with the amount of 11.492.000 mobile subscriptions in Republic of hungary in Oct 2012 at the time the empirical research was done. Iii companies compete in the market, with the following market shares: T-mobile with 46,14%, Telenor with 31,26%, and Vodafone with 22,74% (NMHH, 2012). The overabundance in the market means that the companies can acquire new customers from their competitors. Therefore, to maintain or increase the number of subscribers and market share, the consumer loyalty tin can play major role.

2. Literature Кeview

ii.1 Consumer Satisfaction

The consumer satisfaction can exist interpreted equally satisfaction with a physical transaction, similar a purchasing action, or as whole satisfaction with the whole make or visitor, which involves every calculations, evaluations and experiences from the beginning to now. The whole satisfaction is an overall fundamental marker of the performance of the visitor in the past, in the present and fifty-fifty in the time to come. The whole satisfaction aids to lower price sensibility and facilitates preference attitudes (Aydin et al, 2005; Kuo et al, 2009). Withal, for a newcomer company, this satisfaction does non influence its selection, because of the lack of direct feel (Rust et al, 1993).

Consumer satisfaction appears, when the consumer'due south previous expectations run across with the perceived functioning, or the functioning even gets higher than the previous expectations. If the performance is lower than the previous expectations, or these expectations do not meet with the performance, it can lead to consumer dissatisfaction. The dissimilar levels of satisfaction tin be explained by different previous expectations and/or different perceived performances of the services. The less satisfied consumers, the more they tend to switch and look for other service provider (Carpenter, 2008; Hoffman et al, 2006; Hofmeister et al 2003; Kotler et al, 2006; Ruyter et al, 1998). So, satisfaction is rather retrospective, while the commitment of consumers can exist prospective (Gustafsson et al, 2005).

According to the literature, the satisfaction has two different levels. One is the satisfaction with the services, which is the consumer satisfaction within the transactions – an emotional response based on comparing between the perceived quality of the service and the previous expectations of the consumer. Another level is the consumer satisfaction with the whole relationship between the consumer and the visitor, which contains every previous feel and their evaluations, also as every previous transactional satisfaction. Therefore, the satisfaction with the services influences the satisfaction with the costumer-company relationship. Merely a shift can be recognised in marketing from the importance of acquiring new customers to the retention of the present ones. The satisfaction of the consumer does non guarantee the retentivity of the consumers. The satisfaction is necessary, just sometimes information technology is insufficient to create, maintain or enhance consumer loyalty. And then the test of consumer loyalty should involve the function of other factors, such as consumer trust, which has a critical role to enhance consumer loyalty.

2.2. Consumer Trust

In lodge to become profound knowledge and deeper understanding of consumer trust, it is necessary to mention 3 dimension of consumer trust. These three dimensions are the trusts in the competency, benevolence and the problem-solving orientation of the company. The operational competency involves the seller professional knowledge as an indicator of trust. The consumer expects consequent and competent performance of the service provider. The operational benevolence is en expectation of trustworthy responsibility – an intention of the visitor's ethical behaviour. This motivation emphases the service provider not to bear opportunistic, not to have its own interest ahead of the involvement of the consumers. The problem-solving orientation helps the companies, because every problem offer the chance to show their commitment virtually service provision and thus create higher level of consumer trust. The consumer distrust with a service provider is directly and strongly correlated with the consumer dissatisfaction of first problem solving episode (Alhabeeb, 2007; Aydin et al, 2005; Santos et al, 2008; Sirdeshmukh et al, 2002). Therefore, the organisational civilization should support the creation of consumer trust, the employees should care for the consumers as they themselves would look to be treated as a consumer (Mitchell, 2005).

If the perceived performance of a service provider is low or beneath the expectations, than this volition reduce the consumer trust in the competency of service provider. If a consumer perceives that the price and received service was fair, then this volition raise the consumer trust in benevolence of service provider (Singh et al, 2000). The major importance of trust was found past Santos and Fernandes (2008), who stated that the trust in the company has strong consequence on repurchasing behaviour and aim to maintain the human relationship betwixt the consumer and the company. The trust was the major most meaning indicator of consumer recommendation behaviour, stronger than satisfaction or perceived value. All in all, trust seemed to be stronger straight indicator of loyalty than satisfaction.

H1 (a): There is a positive relationship between consumer satisfaction with the services and consumer trust in the company.

H1 (b): There is a positive relationship betwixt consumer satisfaction with the consumer-company human relationship and consumer trust in the visitor.

And then, in this written report, the satisfaction was considered as an ancestor of the consumer trust. This means that the more satisfied the consumer with the services, the more information technology is likely they have higher degree of trust in the visitor, because the consumer experience that the visitor is able to and willing to provide appropriate services, prove its competencies and benignancy towards the consumer, which contribute to enhance consumer trust. The more it is probable to believe in trouble solving orientation, that the company is able to and willing to solve problems and handle complaints. On contrary if a consumer is dissatisfied with the services, information technology can lead to doubt in the competencies, benevolence and trouble solving orientation of the company, that information technology is able to and willing to provide appropriate services and information technology is less likely to trust in the company itself. Moreover, the more satisfied the consumer with the consumer-visitor relationship, the more than it is likely to willing to trust in the company. If the consumer-company relationship is considered to be appropriate, the consumer is more than probable evaluate the performance of the company competent, regards the company benevolent than opportunistic, and think the problem solving orientation satisfactory, that the visitor is able to and willing to handle problems and complaints. On reverse, if the consumer consider to the consumer-company human relationship inappropriate, and he does not satisfy with information technology, then, information technology is less likely the consumer will trust in the company.

The behaviour and direction of front-line employees is likely to have key office in consumer trust. The trust in the service provider has 2 aspects, one of them is the trust in the front-line employees, another one is the trust in management exercise, practically the trust in the company itself. This is suggested past the fact that satisfaction besides can be related by a contact person, the service itself and the organisation (Alhabeeb, 2007; Sirdeshmukh et al, 2002). Briefly, both the trust in the front-line employee and the trust in the company have positive relations with the loyal purchasing and cooperation, both level of trust have positive influence on repurchasing intentions, which foster the future human relationship (Kennedy et al, 2001). So consumer trust was measured as a trust in the front-line employees besides. The more consumers trust in the service provider, the more than likely he is to be loyal to the company.

two.3 Consumer Loyalty

Loyalty is considered to be a favourable attitude or behavioural response of the consumer toward i or more make within a fourth dimension menstruum. In the two dimensional loyalty approach: the loyalty tin can be examined as the frequency and volume of purchase, and the share of a brand within full purchase of the category. Loyalty means abiding repurchase of a make, and a lot of researchers consider it enough to describe loyalty. However, loyalty also contains attitudinal influences. The attitudinal approach means a favourable attitude toward a make, and then information technology is a deep commitment, intention to repurchase the preferred service or product constantly in the futurity (Alhabeeb, 2007; Dick et al, 1994; Lichtlé et al, 2008; Oliver, 1999). Multidimensional arroyo as well contains the situational elements, and the resistance to the competitive offers in social club to maintain the relationship (Bandyopadhyay et al, 2007; Oliver, 1999), and reduce the probable switching intentions (Deng et al, 2009). The loyalty is not equal with retention, and information technology cannot be defined by just behavioural patterns (Bodó, 2006). The repurchasing behaviour without favourable attitudes cannot be treated as faux loyalty (Dick et al, 1994). The attitudinal loyalty involves an psychological attachment, while but the repurchasing behaviour does not necessary involve any psychological attachment (Carpenter, 2008).

The measurement of loyalty is possible in more dimensions, as the consumer commitment, intention to repurchase. Willingness is to recommend the preferred product or service to friends and to the social surround (give-and-take of mouth) in the hereafter. Motivation to maintain a long time human relationship with the firm, resist switching for competitors offers. Repurchase again and again despite negative furnishings in some cases, and the switching incentives created past marketing. Transfer larger share of income to a specific service provider (Alhabeeb, 2007; Aydin et al, 2005; Santos et al, 2008; Sirdesmukh et al, 2002; Turel et al, 2006).

Corresponding with the literature findings in the nowadays study, the consumer loyalty is measured as maintain the relationship with company as a consumer commitment, which involves the repurchasing behaviour, resist to competitive offers and higher toll tolerance. Another behavioural attribute of loyalty is the consumer recommendations – a positive discussion of rima oris. An attitudinal dimension is as well added into the model, as the loyalty involves favourable attitudes towards specific service provider. Thus, the 2nd hypothesis tin can be divided into three sub-hypotheses:

H2(a): Consumer trust has positive relationships with the maintenance of consumer-company relationship, and this relationships are stronger, than the direct effects of consumer satisfaction on maintain this human relationship.

H2(b): Consumer trust has positive relationships with consumer recommendations, and this relationships are stronger, than the straight furnishings of consumer satisfaction on consumer recommendations.

H2(c): Consumer trust has positive relationships with consumer preference, favourable attitudes, and this relationships are stronger, than the direct effects of consumer satisfaction on consumer preference, favourable attitudes.

2.4. Switching Costs

Beside the behavioural intentions, the loyalty is too influenced by other factors, which obstruct the consumers to terminate the relationship with visitor, brand more than difficult and plush to switch (Fornell, 1992; Jones et al, 2000). Those obstacles are the interpersonal relationships, the perceived and real switching costs, market place barriers, the lack of prospective competitors or the perceived risk to switch (Lichtlé et al, 2008; Sirdeshmukh et al, 2002). Switching costs includes every beneficial lost caused past switching a product or service (Maicas et al, 2009). The perceived switching costs are the highest for those consumers, who have never switched service provider previously, because they accept no previous knowledge virtually. Therefore, they become the virtually loyal consumers to their service providers (Ganesh et al, 2000).

H3: Perceived switching costs have positive human relationship with maintenance of consumer-company relationship, and perceived switching costs can reduce the role of trust to support the maintenance of consumer-visitor relationship.

The higher the switching costs altogether, the consumers are more likely to maintain the human relationship with the service provider company, because the switching costs make more difficult to switch among service providers. Therefore, the switching costs are able to influence the behavioural loyalty of the consumers as the maintenance of the relationship, but information technology is not supposed that these costs influence consumer recommendations or favourable attitudes and create preference.

z-b-8 Figure 1: The present framework of consumer satisfaction, trust and loyalty (Own adaptation)

3. The PLS Methodology

The enquiry items are latent variables in the model, and they are measured past the directly measured manifest variables, practically by the enquiry questions in the survey. The inquiry questions help to measure the examined phenomena based on literature review. The forcefulness of the link among the manifest variables and its latent variables, and the links among the unlike latent variables are measured by fractional least square (PLS) methodology. In the mobile telecommunication services context we tin can discover previous examples (Kang et al, 2010; Turel et al, 2006) successfully used this methodology to measure the links amidst research items and modelling the connexions amid the variables.

Powerful feature of PLS path modelling is that it is suitable for prediction-oriented inquiry. Thereby, the methodology assists researchers who focus on the explanation of endogenous constructs. PLS delivers latent variable scores, i.due east. proxies of the constructs, which are measured by one or several indicators (manifest variables). PLS path modelling avoids small sample size problems and therefore, tin can be applied in some situations when other methods cannot. PLS path modelling can gauge very complex models with many latent and manifest variables. PLS path modelling has less stringent assumptions about the distribution of variables and error terms. PLS can handle both reflective and formative measurement models. All the same, the PLS should exist used carefully, because the requirements of representative sample is the aforementioned (Henseler et al, 2009).

PLS is similar to regression, but simultaneously models the structural paths (theoretical relationships among latent variables) and measurement paths (relationships between a latent variable and its indicators) (Mentum et al, 1996). The PLS model is ordinarily analyzed and interpreted sequentially in two stages. The outset phase is the assessment of the reliability and validity of the measurement model, followed by the assessment of the structural model. This sequence ensures that the researcher has reliable and valid measures of constructs earlier attempting to draw conclusions well-nigh the nature of the construct relationships. In PLS, private item reliability is assessed by examining the loadings (or simple correlations) of the measures with their respective construct. In practice, it is common to find that at least several measurement items in an estimated model accept loadings beneath the 0.7 threshold, particularly when new items or newly adult scales are employed. In general, items with loadings of less than 0.4 or 0.five should be dropped. PLS has as its chief objective the minimization of error (or, equivalently, the maximization of variance explained) in all endogenous constructs. (Hulland, 1999).

PLS is lack of a global optimization part and consequently measures of global goodness of model fit. The traditional criterion for internal consistency is Cronbach's Blastoff, which provides an estimate for their liability based on the indicator inter-correlations. While Cronbach'southward Alpha assumes that all indicators are equally reliable. PLS prioritizes indicators according to their reliability, resulting in a more reliable composite. The composite reliability takes into account that indicators accept different loadings, and can be interpreted in the same way as Cronbach's Blastoff (Henseler et al, 2009).

4. Empirical Inquiry and Sample Information

The quantitative research was done by online survey, which aimed to do fast data collection and accomplish more numerous sample size within brusque fourth dimension. This survey was done past NRC Market place Research Company, they managed to collect answers from 300 people amidst the Hungarian Net users, which sample is representative to sexual activity, age, didactics background and living place. The information drove was washed from 24th to 28^th of October 2012, the short flow of data drove aimed to avoid distortions acquired by fourth dimension. The results were measured past the Smart PLS 2.0 (Ringle et al, 2005). The previous model was tested with 300 iterations to measure the correlations between the latent variables. The significance examination was done based on bootstrapping to test the connections between the model components. 200 subsamples were generated, which tend to provide reasonable standard error estimates (Chin, 2001). PLS was used to analyze the theoretical framework, which was constructed based on literature review.

Some features of the sample are the following: the sample has 153 men (51%) and 147 women (49%) participants, the boilerplate age of the sample is 38,03 years with the 37 years median value. 61 respondents (20,3%) live in the capital metropolis: Budapest, and the majority of the sample live in other cities, 155 respondents (52,7%), while 81 respondents (27%) live in towns and villages. 111 respondents (37%) take elementary educational background, 113 respondents (37,7%) accept loftier schoolhouse educational background, while 76 have (25,three%) college or university educational background. The proportion of the service providers were near to the service providers electric current market shares, so 133 respondents (44,iii%) was the subscriber of T-Mobile, 96 respondents (32%) Telenor and 71 respondents (23,seven%) belonged to Vodafone. The monthly neb has the average value of 6182 HUF (20,iii EUR), the median value of 5000 HUF (16,5 EUR).

5. Model Testing and Empirical Results

The results advise that consumer satisfaction with the services has no direct effect on consumer trust in the visitor, which implies that it was previously supposed incorrect. As the theoretical framework suggested, the switching costs have no significant consequence on consumer recommendations every bit a dimension of loyalty. The satisfaction with the services shows stiff relationship (0,797) with the satisfaction, so if a consumer is satisfied with the services, it is very likely that he is satisfied with the whole relationship with the company. However, the satisfaction with the services has no significant result on consumer trust in the front-line employees or consumer trust in the company. The analyses suggest that consumer satisfaction in transaction level does non influence significantly consumer trust.

The satisfaction with the consumer-visitor relationship has a bit weaker than intermediate (0,406) influence to consumer trust in company, which suggest accepting the previous hypothesis. Yet, the satisfaction with the consumer-company relationship has potent influence (0,758) to the consumer trust in front end-line employees, which indicates an additional indirect effect on consumer trust in service provider. Consumer trust in front end-line employees has a bit stronger than intermediate (0,568) result on consumer trust in the company. Therefore, the satisfaction with the consumer-company relationship is direct and through consumer, trust in front-line employees has an indirect upshot on consumer trust in the company, which corresponds with the expectations.

The model testing shows that consumer trust in the company is a very important indicator of consumer loyalty, considering it has stronger than intermediate effect on each and every dimension of consumer loyalty. The effect on consumer memory in the relationship is stronger than intermediate (0,672), but the effect on consumer recommendations and preference are strong (with 0,804 and 0,839). These results correspond with the hypothesis that the consumer trusts contributes to consumer loyalty. The consequence of forepart-line employees of service providers on consumer loyalty was also tested, but the result shows this furnishings on the unlike dimension of loyalty are weak and insignificant, fifty-fifty brand the direct effect of trust in the company lower. So the effect of front-line employees on loyalty are indirect, through the consumer trust in the company can influence the consumer loyalty.

The importance of trust is pregnant, considering on the other paw, the switching costs directly result on consumer retention; the relationship with the company is weak (0,135). Nevertheless, unexpectedly the switching costs too shows a weak (0,119), but significant relationship with favorable attitudes, preference as a dimension of consumer loyalty. The switching costs likewise influence the force of trust-loyalty link in this dimension from 0,839 to 0,800. The hypothesis near switching price and loyalty relationship is also considered to be true, considering the switching costs and consumer retention has pregnant connexion, all the same the switching costs effect on other loyalty dimension is weaker or even does not exist. As it was supposed, if the model does not contain the switching costs, the consumer trust in the visitor has stronger upshot on to maintain the relationship with the company as a dimension of loyalty, the strength increase from 0,672 correlation value to 0,716. This event corresponds with the previous expectations that switching costs accept not simply effect on to maintain the relationship with the visitor, just they reduce the event of trust into this loyalty dimension too.

When the satisfaction was considered the direct indicator of loyalty dimensions, the satisfaction with the consumer-company human relationship has weaker effect on every loyalty dimensions, than consumer trust in the service provider has as a direct indicator. Maintaining the relationship with the company is stronger than intermediate (0,638), the consequence on consumer recommendations and the effect on preference remain potent (respectively 0,770 and 0,729). The effect of switching costs on consumer loyalty also increased, but remained weak (0,181).

zb-8 Figure 2: The test of satisfaction-trust-loyalty connexion
(Ain measurements)

half dozen. Conclusions

The structural assay in the Hungarian mobile telecommunications service market was done by PLS path modeling, and it suggests that the consumer trust is a better indicator variable of consumer loyalty than consumer satisfaction. If the consumer trust has direct link with loyalty, the relationships are stronger in every dimension of loyalty, than the direct relationships between satisfaction and loyalty. Another important fact is that the trust as well a better indicator of loyalty, because it reduce the effect of switching costs on the dimensions of loyalty. Only focusing on significant correlations the social club of consumer satisfaction with consumer-company relationship and consumer trust in company cannot be judged, because these two items mutually influence each other. The interpretation of the results rather based on the force of connection with consumer loyalty, and the strength of effect of switching costs on loyalty dimensions. Those results suggest that the consumer satisfaction rather through consumer trust contribute to consumer loyalty, than directly. Therefore, consumer trust in the company is the straight ancestor of loyalty. The trust in front-line employees neither has directly contribution to consumer loyalty, it too through the trust in visitor enhance loyalty.

The furnishings of switching costs on consumer loyalty are much weaker than the effect of consumer trust, but the effect is significant on 2 of three loyalty dimensions examined in the research. The switching costs also reduce the strength of trust-loyalty link. Therefore the perceived barriers also contribute to maintain consumer relationships with the service provider, and facilitate favourable attitudes, preference towards the visitor. Still, financially can be reasonable create financial punishment to make switching behavior more expensive to subscribers, and create other perceived barriers in order to heighten consumer retentiveness and influence consumer preference and favorable attitudes towards the company.

An important bulletin of this study to the mobile service providers, that the consumer trust plays key role to maintain consumer loyalty, enhance loyalty to the company. Skillful service quality should be provided in guild to receive consumer satisfaction with the visitor, which has major upshot on to raise consumer trust. In addition, take care nigh the forepart-line employees and their performance, because the consumer trust in the front-line employees directly contributes to the trust in the visitor. The consumers, who trust in the service providers, is more likely to maintain the relationship with the company, which aim to maintain the market share. The maintenance of the relationship also contains the price tolerance, so retention can be caused by not only financial reasons. If a new visitor enters the market, the present companies tin can go along their positions cheers to consumer'south trust in them.

Beside to go along market share, to enhance consumer trust is besides requite an opportunity for mobile service providers to larn market share, because the subscribers, who trust in them, are more likely to recommend the operator to others. Consumer recommendations tin can pave the way to acquire new subscribers, which also means financial do good to the service providers. The subscribers, who trust in the company, are more probable to prefer it and have favorable attitudes towards it likewise. Therefore, the marketing activities of the service providers should have special care about getting and keeping consumer trust of their subscribers in order to consumer retention. Important to emphasize that in the marketing communication, messages should exist capable to raise and maintain consumer trust. The company should show a trustworthy prototype of the company to the consumers. During the consumer-company interactions, we have to let the subscribers feel trust in the company, include the forepart-line employees, with competent, helpful paradigm, who are able to and willing to bargain with the problems and questions of the consumers. Giving the consumers a competent and helpful image of the whole company is needed to attain consumer trust.

The appropriate quality of services is needed, and we accept to let the consumers acknowledge it, so the communication messages the engineering science proficiency and perfect quality of services also should be emphasized. The company should handle with consumer complaints, make the possible disquisitional incidents equally a positive episode, rather than a negative one. The consumers who are satisfied with the whole human relationship with the visitor are more likely to feel trust in the company and remain the subscriber of the same company.

Finally, regarding the interpretations of the results, some limitations should be noted. The results of this enquiry come from the Hungarian mobile telecommunication services industry, which indicates that the extension of the results needs further studies. The sample of the research was the Hungarian Cyberspace user society, the results are representative to this sample, but farther enquiry would be necessary to other national and international comparisons. The estimation of the results also restricted by the cross sectional research methodology, which means that the links and correlations between the variables can change by time. Agreement the dynamic of this links needs longitudinal inquiry methodology.

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