Abstract:
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. As such as, it is essential stage to study why customers switch service providers. Such analysis would be helpful to guide to actions that must be taken by the service provider to retain to predict customers. 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 as empathy of service provider will lead 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 in the Jaffna district who use mobile phones through well designed questionnaires. the period of the study was from October 2010 to march 2011.The target area is the Jaffna district and sample size is 500. Hypothesis has formed as perceived higher level of empathy of service provider negatively correlated switching behavior. Collected data has analyzed by MS excel sheet used to interpretation. Results show negative impact and it has found out there is a negative relationship between empathy of service provider and customer switching the producers. Also, results expressed that agreed level of empathy 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 such as quality, assurance and tangibility affect switching behavior. Future researches have highlighted as to study
