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Why Do People Switch Mobile Platforms?

Khurram, Anoshay and Hashmi, Rabia and Khalid, Saaniya and Ali, Areesha and Khan, Muhammad Shams-UR-Rehman (2020): Why Do People Switch Mobile Platforms?

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Abstract

This study aims to examine the factors that influence customers to switch mobile platforms in Karachi. For this purpose, the study uses Information System Success Model (ISSM) to find out individuals’ intention of using mobile platforms and to predict and explain their behavior towards mobile phone devices. Further, the study also intends to analyze the effects of System Quality, Information Quality, Service Quality, User Satisfaction, Perceived Switching Value and Switching Intentions. Using the Information System Success Model (ISSM), data has been collected from telecommunications customers in Karachi, using self-administered questionnaires. A total of 424 questionnaires are found usable. We use Structural Equation Modeling (PLS-SEM) to analyze the effects of System Quality, Information Quality, Service Quality, User Satisfaction, Perceived Switching Value on Switching Intentions. Using the Structural Equation Modeling (PLS-SEM), this study finds that Information Quality (IQ) has negative and significant impact on Perceived Switching Value (PSV) whereas Service Quality (SE-Q) has significant and positive impact on Perceived Switching Value (PSV). While Information Quality (IQ), Service Quality (SE-Q) & System Quality (SY-Q) also have positive and significant impacts on User Satisfaction (US) whereas Perceived Switching Value (PSV) and User Satisfaction (US) have a significant impact on Switching Intentions (SI). Moreover, Perceived Switching Value (PSV) has positive impact on Switching Intention and System Quality has negative and insignificant impact on Perceived Switching Value. Four limitations are available for future studies. First, as our variables are limited so in future other variables could be included in this study. Second, our population was only Karachi’s telecommunication customer which influences the results of the study. Third, our sample size was 573 respondents which ultimately decrease the generalizability of the paper because of not having appropriate sample size. Fourth, respondent was not cooperative while filling up questionnaire which might negatively influence the results. These limitations, however, provide directions for further future research.

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