Factors affecting customer switching resistance among telecommunication subscribers

The article examines relationship of switching cost, trust, perceived satisfaction, corporate image and length of relationship on customer switching resistant behavior. A conceptual model assuming relationship between the above mentioned independent and dependent variables was developed and tested on the subscribers of telecommunication industry in Bangladesh. Multiple regression analysis was employed to test the hypotheses. The results indicate that switching cost and length of relationship have a positive and significant influence on customers’ switching resistance, while other factors such as trust, perceived satisfaction and corporate image are not as critical to the outcome.