Switching Intention in the IndiHome Internet Service Environment: The Roles of Cognitive and Affective Customer Experience and Cognitive Reaction Swift Guanxi
Quantitative survey reveals customer experience influences switching intention in IndiHome users, suggesting improvements in service design are needed.
Key Points
This research investigates what drives switching intention among IndiHome internet service users in Indonesia.
Utilized the Stimulus-Organism-Response (SOR) framework.
Conducted a survey with 300 active IndiHome users in Solo, Indonesia.
Analyzed data using Partial Least Square-Structural Equation Modeling (PLS-SEM).
Technological factors like ease of use enhance internal customer states.
Information access does not influence mediating variables.
Cognitive reaction swift guanxi is a significant predictor of switching behavior.