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Vol 41 No 3 (2026): September

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Submitted
Aug 10, 2023
Accepted
Jul 14, 2026
Published
Sep 28, 2026
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Drivers of Loyalty and Switching Mobile Telecommunications Provider: The Roles of Service Value, Alternatives, and Search Efforts

https://doi.org/10.22146/jieb.v41i3.9404
Md. Abdul Alim
Department of Marketing, Faculty of Business Studies, University of Rajshahi, Rajshahi, 6205, Bangladesh
Md. Julhaz Hossain
Institute of Business Administration, University of Rajshahi, Rajshahi, 6205, Bangladesh
Azmaeen Irtiza Sakib
Department of Business Administration, School of Business and Law, Varendra University, Rajshahi, 6204, Bangladesh
Teck Weng Jee
School of Business, Faculty of Business, Design, and Arts, Swinburne University of Technology Sarawak Campus, Sarawak, 93350, Malaysia and Graduate Business School, UCSi University Malaysia, 56000, Malaysia
Boo-Ho Voon
Faculty of Business and Management, Universiti Teknologi MARA, 94300, Malaysia

Journal of Indonesian Economy and Business, Vol 41 No 3 (2026): September

Abstract

Introduction/Main Objectives: This study investigates factors influencing satisfaction, switching intention, and loyalty among mobile telecommunication providers in Bangladesh as a developing nation. Background Problems: Although previous research has made progress, a gap remains in understanding how users perceive alternative attract­tiveness, search efforts, and service value, and how these perceptions impact satisfaction, switching intention, and loyalty. Novelty: Dearth of research specifically addresses the influence of alternative attractiveness, search effort, and service value on users' decisions to stay or switch between telecommunication service providers in the Bangladeshi context. Research Methods: Using a cross-sectional approach, data were collected from 355 eligible mobile telecommunication users in Bangladesh through purposive sampling with clear screening criteria. Data were analyzed using partial least squares-based structural equation modeling (PLS-SEM). Finding/Results: Findings indicate that users' perceptions of service value significantly influence satisfaction, while search effort has no significant effect. Attractiveness of alternatives unexpectedly shows a significant positive relationship with satisfaction. Furthermore, satisfaction significantly affects both switching intention and loyalty, suggesting satisfied users may still consider switching in a competitive market. Conclusion: Practitioners should focus on enhancing service value and understanding alternative perceptions. Improving satisfaction alone cannot reduce switching; firms must adopt additional retention strategies to foster long-term loyalty in Bangladesh.

Keywords

mobile telecommunication customer satisfaction switching intention loyalty service value Bangladesh
Alim, M. A., Hossain, M. J., Sakib, A. I., Jee, T. W., & Voon, B.-H. (2026). Drivers of Loyalty and Switching Mobile Telecommunications Provider: The Roles of Service Value, Alternatives, and Search Efforts. Journal of Indonesian Economy and Business, 41(3), 426 –. https://doi.org/10.22146/jieb.v41i3.9404
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Author Biographies

Md. Abdul Alim, Department of Marketing, Faculty of Business Studies, University of Rajshahi, Rajshahi, 6205, Bangladesh

Md. Abdul Alim is an Associate Professor in the Department of Marketing at the University of Rajshahi, Bangladesh, where he has been a faculty member since 2011. He earned a Master of Business (Research) in Business from the Faculty of Business and Law at Swinburne University of Technology, Sarawak Campus, Malaysia, and a PhD in marketing from Griffith University, Australia. His research interests include marketing technology, influencer marketing, consumer behaviour, and the application of diverse research methodologies, including systematic literature reviews, survey research, and experimental designs. He has collaborated with researchers from various disciplines on numerous research projects. He has published more than 40 articles in leading international journals.

Md. Julhaz Hossain, Institute of Business Administration, University of Rajshahi, Rajshahi, 6205, Bangladesh

Md. Julhaz Hossain is an Assistant Professor in the Institute of Business Administration at the University of Rajshahi, Bangladesh. He earned an MBA in Marketing from the University of Rajshahi in Bangladesh and a Master's degree in Agri-business Management from the Asian Institute of Technology in Thailand. His research interests include agri-business management, marketing technology, and corporate social responsibility. He has collaborated with researchers from various disciplines on numerous research projects. He has published approximately 20 articles in different refereed journals.

Azmaeen Irtiza Sakib, Department of Business Administration, School of Business and Law, Varendra University, Rajshahi, 6204, Bangladesh

Azmaeen Irtiza Sakib earned his Bachelor of Business Administration from the Department of Business Administration at Varendra University, Bangladesh. He is currently pursuing a Master’s in Business at Multimedia University, Malaysia. His research interests encompass digital marketing, marketing technology, and green marketing. He has collaborated with researchers from diverse academic disciplines on a range of projects and published several articles in peer-reviewed journals.

Teck Weng Jee, School of Business, Faculty of Business, Design, and Arts, Swinburne University of Technology Sarawak Campus, Sarawak, 93350, Malaysia and Graduate Business School, UCSi University Malaysia, 56000, Malaysia

Teck Weng Jee is a senior lecturer and researcher at the Faculty of Business, Design, and Arts, Swinburne University of Technology Sarawak Campus, Malaysia. He currently also served as Guest Associate Professor at UCSI University Graduate Business School, Malaysia. He holds PhD in Marketing (Universiti Malaysia Sarawak, 2016), Master of Science in Marketing (Universiti Malaysia Sarawak, 2011), and Bachelor of Business Administration (Honours) in Marketing (Universiti Malaysia Sarawak, 2007). He is also a Senior Fellow of Advance HE (SFHEA), United Kingdom since 2026. His area of expertise/ specialization includes advertising, branding, entrepreneurship, consumer behavior, cross cultural studies, loyalty, and sales promotion.

Boo-Ho Voon, Faculty of Business and Management, Universiti Teknologi MARA, 94300, Malaysia

Boo Ho Voon is a professor and researcher at the Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia where he/she has been a faculty member since 2000. He earned his Bachelor’s degree in Economics at the Faculty of Economics, Universiti Utara Malaysia, Malaysia. He did his Master of Business Administration (MBA) at Edinburgh Business School, Heriot-Watt University, Scotland. Besides, he completed his Doctor of Business Administration from University of South Australia (UniSA), Australia. His research interests lie in the areas of marketing and service management. He has collaborated actively with other researchers from various fields in many research projects. He successfully published many articles in different top tier international journals.

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