Author(s)

Salman Awan, Yanxia Cheng

School of Management, Wuhan University of Technology, Wuhan, China.

This paper analyzes telecom consumer relationship by exploring customer switching behavior and classifying communication categories to support companies in planning applicable communication to thwart the consumer switching and improving consumer loyalty. Quantitative research is carried out by surveying 383 telecom consumers who have experienced the switching process. Findings uncover that telecom consumers selected distinct information methods before making switching decision. Active consumers prefer newsletter based on quality of service while passive consumers select newsletter largely based on competitive prices.

Customer Switching Behavior, Telecom Customer Loyalty and Relationship Marketing Communication, Newsletters, Situational, Influential and Reactional Triggers, Switching Determinants

Awan, S. and Cheng, Y. (2016) Improve Communication Quality by Understanding Customer Switching Behavior in China’s Telecom Sector. iBusiness, 8, 70-83. doi: 10.4236/ib.2016.84008.