FACTORS INFLUENCING SWITCHING BEHAVIOR OF CUSTOMERS IN THE TELECOMMUNICATION INDUSTRY OF JORDAN: THE MEDIATING ROLE OF CSR

Abstract

In the telecommunications sector in Jordan, significant growth has spurred heightened competition among service providers. This study delves into the dynamics of customer switching behavior within the telecommunications industry, with a focus on the factors influencing it and the mediating role of Corporate Social Responsibility (CSR). This research explores the impact of factors like competition, brand image, quality, social groups, pricing, and switching costs on customer switching behavior, as well as how CSR mediates this behavior. The findings highlight the influence of these determinants and CSR on customer switching behavior, offering valuable insights for industry stakeholders to refine their strategies, prioritize these determinants, and enhance market share while improving customer retention. Additionally, this study contributes to our understanding of these factors and suggests potential avenues for future research across various industries and their link to organizational performance.