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Antecedents of customer switching intention in the Ghanaian telecommunications industry

This study explores the dimensionality of factors that affect mobile phone subscribers’ intention to switch operators. Survey data was collected from 235 mobile phone network subscribers and analyzed using the Partial Least Square Approach to Structural Equation Modelling (SEM). | Antecedents of customer switching intention in the Ghanaian telecommunications industry Accounting 1 2015 95 108 Contents lists available at GrowingScience Accounting homepage www.GrowingScience.com ac ac.html Antecedents of customer switching intention in the Ghanaian telecommunications industry Kwame Simpe Oforia Otu Larbi-Siawb and John Agyekum Addaeb a SMC University Switzerland b Ghana Technology University College I.T. Business Ghana CHRONICLE ABSTRACT Article history The telecommunications industry continues to experience fierce competition due to the growth Received June 5 2015 in subscribers and the rapid development of new technologies in the sector. With that Received in revised format hindsight this study explores the dimensionality of factors that affect mobile phone August 16 2015 subscribers intention to switch operators. Survey data was collected from 235 mobile phone Accepted November 23 2015 Available online network subscribers and analyzed using the Partial Least Square Approach to Structural November 23 2015 Equation Modelling SEM . The SEM model was assessed based on the measurement model Keywords and the structural model. Factor Loadings Cross Loadings Average Variance Extracted PL-SEM Cronbach s alpha and Composite reliabilities of the latent variables examined showed that the Switching intention measurement model exhibited sufficient reliability discriminant validity and convergent Telecommunication validity. Assessment of the Structural model shows that 77 of the variation in Satisfaction is Satisfaction explained by our model R2 0.77 . Furthermore 18 R2 0.18 of the variation in Intention to Switch was explained by the model. Stone-Geiser Q2 for the endogenous showed that the proposed Structural Equation Model exhibited sufficient predictive relevance. Conclusions were drawn with practical implications of the results also discussed. 2015 Growing Science Ltd. All rights reserved. 1. Introduction There has been a remarkable transformation .