International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
www.ijsr.net | Most Trusted Research Journal Since Year 2012

ISSN: 2319-7064



Research Paper | Management | Indonesia | Volume 6 Issue 5, May 2017

The Influence of User Experience towards Switching Barrier of GSM Operators in Bandung

Zul Asmi Retno A, Indira Rachmawati

GSM operators are dominant players in Indonesian cellular telecommunication industry. However, these players are experiencing high churn rate, delineates that they experience difficulty to keep customers. User experience influences customer decision to induce switching cost and perception when viable competing exist in the market, therefore, contribute in creating switching barriers to keep customers. Thus, this study intends to investigate the relation between elements of user experience (functionality, social, monetary, trustworthiness, perceived service quality) and switching barrier elements (switching cost, alternative attractiveness). The research is quantitative study. SEM-PLS is used to analyze the primary data acquired through questionnaire. The results show that among five elements of user experience, two elements which are social and trustworthiness are proven to have positive and significant influence towards switching cost which is one of the element of switching barriers. Furthermore, functionality and monetary are proven to have significant influence towards alternative attractiveness as one of the element of switching barriers.

Keywords: Alternative Attractiveness, Switching Barriers, Switching Cost, User Experience

Edition: Volume 6 Issue 5, May 2017

Pages: 2546 - 2552


How to Cite this Article?

Zul Asmi Retno A, Indira Rachmawati, "The Influence of User Experience towards Switching Barrier of GSM Operators in Bandung", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=ART20172872, Volume 6 Issue 5, May 2017, 2546 - 2552

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