Using Cost-Benefit Model to Measure Antecedents of In tension for Switching -An Applied Study on Mobile Telecommunication Customers in Egypt

Within a severe competition environment, customer intension for switching arises as a very crucial topic. Researchers and practitioners have spotted some light on intension for switching in marketing; therefore, this paper is concerned with analyzing the antecedents of intension for switching of telecommunication sector in Egypt on the basis of cost/benefit model in order to highlight the relative importance of enhancing customer perceived net benefits. A nonprobability sample of 450 respondents has been drawn through intercepting them from the population of telecommunication service providers (Vodafone, orange, and Etisalat) customers in Sharkeya governorate. Results revealed that customers are comparing between switching cost and current service provider's benefits (service quality, promotional offerings, and affordability); moreover, they tend to continue with the current service provider if the net benefits are positive. It is also proved that the most important antecedents of intension for switching are affordability and service quality, while the relationship between intension for switching and promotional offers has been denied.