Consumer Switching Behaviour in The Nigeria’s Telecommunication Industry: The Role of Value- Added Services

Abstract

This study examines the determinants of consumer switching behaviour in Nigerian telecommunication industry, the moderating role of value-added services. Data were collected from students of tertiary institutions in Adamawa state, North eastern Nigeria using a cross-sectional study design. The study adopted Kriejcie and Morgan (1970) rule of thumb and arrived at 382 respondents and questionnaires were distributed and collected through the personally administered method. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the hypothesized relationship. “This study found that Value- Added Services significantly impact consumer switching behaviour, while Service Quality and Price were not significant determinants.” it also finds that value added services does not moderate the relationship between service quality, price and consumer switching behaviour. The results of this study provide important insights to managers, mobile operators, and researchers to further understand the factors that influence consumers to switch from one service provider to another in the Nigerian telecommunication industry. Mobile operators should concentrate on factors like value added services to attract more customers to their network