Author - Ayman ALHABIB

King Saud University, College of Business Administration, Saudi Arabia

Abdulrahman ALTHONAYAN Ayman ALHABIB Essa ALRASHEEDI Ghafar ALQAHTANI Mahmoud ABDEL HAMID SALEH

Customer Satisfaction and Brand Switching Intention: A Study of Mobile Services in Saudi Arabia

The purpose of the study is to investigate first, the relationship between the customer satisfaction and brand switching intention into the Saudi Arabian mobile-service market, and second, the association of service quality, customer service, service pricing, and value-added services with the customer satisfaction. Because of the difficulty of having a frame for the mobile-service customers from their providers, a convenience sample of 350 online respondents with the proper surveying techniques was used in data analysis and testing of the research hypotheses. The findings of the study confirm a significant negative relationship between customer satisfaction and brand switching intention. A 4% percent of the change in brand switching intention could be explained by the change in the customer satisfaction. Only three variables; customer service, service pricing, and service quality are critical determinants for mobile-service customer satisfaction. Customer service explained about 22%...

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