Abstract:
The mobile telecommunications service providers face technical difficulties when trying
to increase customer loyalty and grow their market share. thus, Service providers should
be considering the factors effecting customer loyalty in order to develop strong
relationships. The purpose of this study is to determine whether switching barrier have
effect on customer loyalty in the context of customer satisfaction among
telecommunications service providers. The objective of this study is to identify the level,
relationship, and effects of switching barrier on customer s4tisfaction and customer loyalty.
The study also looks at customer satisfaction is a mediating function. This study was based
on the customer's perceptions and their experiences with mobile telecommunications
service in Batticaloa District. Data were collected from the sample 400 customers, and
straitened random sampling method was used to collect the data. The data analyzed through
the descriptive statistics, correlation, and regression analysis.
The handing's show that switching barrier has a significantly effect on customer loyalty and
customer satisfaction. The same way that customer satisfaction has an effect on customer
loyalty. Additionally, switching barriers have major effect on customer satisfaction and
customer loyalty in the context of mobile telecommunication industry. The Sri Lankan
telecommunications industry is growing quickly and there is intense rivalry among service
providers. With regard to how to maintain long-term relationships between service
providers and their customers through the techniques of switching barrier, this research has
the potential to benefit all telecommunication service providers.
