| 520 สาระสังเขป |
This article explores the effect of service quality on switching behaviour of customers in the Nigerian GSM telecommunications sector. A theoretical framework is proposed regarding the relationship between service quality and consumers' service switching behaviour. The study surveys 249 subscribers of GSM telecommunications networks in Nigeria. Results of the factor analysis (FA) and partial least squares structural equation modeling (PLS-SEM) shows that service quality through its drivers of pricing, inconveniences, core service failure, service encounter failure, competition, ethical problems, has a significant effect on consumers' service switching behaviour. The implication is that industry professionals should not neglect the importance of quality pricing, service conveniences, core service quality, and service encounter success as they all have significant effects on service switching behaviour. |