*Lecturer, Faculty of Management Studies and Commerce, Department of Marketing, University of Jaffna, Sri Lanka.
**Senior Lecturer, Faculty of Management Studies and Commerce, Department of Marketing, University of Jaffna, Sri Lanka.
Online published on 28 February, 2013.
Services are rapidly growing into a major contributor to the Sri Lankan as well as the world economy, providing an ever increasing proportion to their GDPs. The purpose of this study was to find out why customers switch producers in telecommunication industry in Sri Lanka. The objective of this study is to find out how the variable service reliability will leads on customers switching. Telecommunication industry is one of the fastest growing sectors in Sri Lankan Service industry. There are six major industries available in targeted areas. Primary data were collected from the customers through well designed questionnaires. Targeted area is Jaffna district and sample size is 300 questionnaires. Also some decision makers such as Academics teachers, doctors priests and other well-wishers in the area has taken to hold interview and focus group discussion to find out the influences on purchasing. Hypothesis has formed as perceived higher level of service reliability of service provider negatively correlated switching behavior. Collected data has analyzed by quantitative techniques and Ms excel sheet used to interpretation. It has found out there is a negative relationship between Service Reliability and customer switching the producers. Also results expressed that agreed level of Service reliability would increase customer satisfaction leads to less level of switching the same producer. But it can be seen that there are some more factors are influencing in customer switching behavior. Future researches have highlighted as to study additional variable such as empathy, tangibility affect switching behavior.
Reliability, Switching, Customer Satisfaction, Telecommunication
