Abstract:
Service quality strategies executed among mobile
communication service providers of Sri Lanka have been
aggressive due to intensive competition exists. Customers
do have multiple options to bargain on mobile service
providers, and customers switching behavior has been
frequent evidence in this industry. This study focused on
analyzing the impact of service failures on customer
switching behavior. Three types of service failures namely
Core Service Failure (CSF), Service Encounter Failures
(SEF) and Response to Service Failure (RSF) had been
observed on their impact on switching behavior. The
sample consisted with 150 respondents selected out of pre
paid customers, and the data were collected by using
structured questionnaire. Two hypotheses were tested by
using descriptive and inferential statistics. It was reported
that CSF had the highest impact than SEF and RSF on
switching behavior followed by 3. 031 of mean value and
0.674 of standard deviation. CSF has found less correlation
with SEF and RSF.