Moderating Role of Worth of Win-Back Offer on the Relationship of Post Purchase Regret, Social Capital, and Prior Experience with Switch Back Intentions among Prepaid Mobile Subscribers

Abstract

Research on customer switch back intention in the telecommunication sector provides insights into customer behaviour, identifies key drivers, assesses satisfaction levels, evaluates competitors, enhances customer retention strategies, and enables predictive analytics. Such research is crucial for telecommunication companies to understand their customers better, improve their offerings, and effectively retain customers in a highly competitive market. Therefore, this study aims to investigate the impact of post-purchase regret, relational bonds, and prior experience on switch back intentions among prepaid mobile subscribers. Additionally, it examines the moderating role of the worth of win-back offer on this relationship. The study employs Attribution Theory as a theoretical framework to develop and test the research model. Data were collected from 345 prepaid mobile subscribers, and the structural equation modelling technique was used for data analysis. Results indicate that post-purchase regret, relational social capital, and prior experience have a significant impact on switch back intentions. The study also finds that the worth of win-back offer moderates the relationship between prior experience and switch back intentions. However, it does not moderate the relationship between post-purchase regret and switch back intentions. These findings provide valuable insights for mobile service providers to understand the factors that influence customers' switch back intentions and to develop effective win-back strategies..