Customer Switching - A study of Flow Trinidad

Introduction to the Module: This module prepares you to undertake a piece of business or management research for your Masters project by developing appropriate knowledge, understanding and transferable intellectual and practical skills. Emphasis is placed on developing the ability to think and work independently, critically and analytically. Skills such as the ability to frame research aims, generate research questions/hypotheses and research objectives, the ability to generate a conceptual framework, the ability to select and justify a particular research design and methodology and the ability to act as an ethical researcher so as not to spoil the field are all central features of this module. In addition the generation of core practical skills such as the ability to generate and analyse quantitative and qualitative data are central to this module. 

Anglia Ruskin University
" Customer Switching - A study of Flow Trinidad"
Student ID:
Module: Research Methods for Business and Management
Assessment: 011 Research Proposal
Code: MOD001105
Faculty: Lord Ashcroft International Business School
Lecturer: Andre Samuel
Date: xx May 2019

Table of Contents
Chapter 1 Introduction.................................................................................................................................3
1.1 Introduction.................................................................................................................................3
1.2 Research Issue...................................................................................................................................3
1.3 Rationale............................................................................................................................................3
1.4 Research Question.............................................................................................................................4
1.5 Research Aim....................................................................................................................................4
1.6 Research Objectives..........................................................................................................................4
Chapter 2 Literature Review........................................................................................................................4
2.1 Introduction.................................................................................................................................4
2.2 Body............................................................................................................................................4
2.3 Summary.....................................................................................................................................5
Chapter 3 Research Design and Methodology.............................................................................................6
3.0 Introduction.......................................................................................................................................6
3.1 Research Paradigm............................................................................................................................7
3.1.1 Research Philosophy...................................................................................................................7
3.1.2 Research Approach.....................................................................................................................7
3.1.3 Research Strategy.......................................................................................................................8
3.2 Research Design................................................................................................................................8
3.3 Data Collection..................................................................................................................................9
3.3.1 Questionnaire..............................................................................................................................9
3.3.2 Interviews.................................................................................................................................10
3.3.3 Summary of Data Collection.....................................................................................................11
3.4 Data Analysis Plan...........................................................................................................................12
3.4.1 Quantitative Analysis................................................................................................................12
3.4.2 Qualitative Analysis..................................................................................................................12
3.5 Ethics...............................................................................................................................................13
3.6 Limitations to Research Methodology.............................................................................................15
3.7 Research Timetable.........................................................................................................................15
3.8 Conclusion.......................................................................................................................................17
Reference List...........................................................................................................................................18
2

Chapter 1 Introduction
1.1 Introduction
In Trinidad, number of broadband subscribers and internet penetration rate is increasing, which
could be beneficial in the telecommunication sector. Current advances in telecommunication
have created an upsurge in international internet usages. The development in online communities
as well as a network has led to extensive practice of the world wide web because there is the
default mode for different social, commercials, and technical intentions (Finance Americas,
2020). A legal name of Flow Trinidad is Columbus Communications Trinidad Ltd that is located
in Trinidad & Tobago. It is a provider of Fixed telecommunication services such as Cable
TV/Fixed Broadband & Fixed voice (Discover flow, 2020).
1.2 Research Issue
Customer switching is becoming sensitive concerns particularly for Flow Trinidad company in
offering online facilities. Therefore, there are high requirements for exploring different concepts
about consumer service switching and creates a structure that can support service providers in
implementing feasible marketing and business approaches (Han, et al., 2016).
1.3 Rationale
Theoretical implications
This investigation is significant for addressing the impact of perceived switching costs on
consumer switching intentions with respect to Flow Trinidad.
Practical implications
This research is beneficial for understanding the perceived switching costs. It can also aid to
identify the barrier that affect customers to switch towards other operators. Throughout this
research, Flow Trinidad may enhance in its existing loyalty initiatives and introducing new ones.
3

It can create investment in different customer relationship development initiatives for increasing
perceived switching expenses (Mannan, et al., 2017).
1.4 Research Question
RQ: What are the factors affecting Customer Switching in Flow Trinidad?
1.5 Research Aim
The main aim of this research is to address the factors affecting Customer Switching in Flow
Trinidad.
1.6 Research Objectives
RO1: To explore the conceptual understanding regarding Customer Switching in Flow Trinidad
RO2: To address the factors affecting Customer Switching in Flow Trinidad
RO3: To recommend the strategies to improve Customer Switching in Flow Trinidad
Chapter 2 Literature Review
2.1 Introduction
This literature review discusses consumer switching intention. It is identified that service
switching theories are implemented in different areas like mobile services, cloud healthcare
services, blog services, and social network sites. These investigations could be categorized into
different streams of investigation such as procedure model for customer switching decisions,
determinants that cause consumers to switch, as well as, heterogenous nature related to customer
base of the firm as well as, its relevance when assessing the distinguishes among switchers and
stayers (Malhotra and Batra, 2019).
2.2 Body
2.2.1 Switching intentions
4

As per the opinion of Mahajan Misra and Mahajan (2017), customer tendencies to switch
towards other companies are illustrated as switching intentions. It is identified that a customer
who has a higher switching attitude is likely to switch, it is not an assurance that consumers
would switch in the near future. In addition to this, switching intention, brand switching as well
as, repurchase intentions are all closely associated with customer switching.
2.2.2 Perceived switching costs
On the other hand, Jang Kwak and Lee (2017) evaluated that under the service sector, perceived
switching expenses are illustrated as consumers’ perception and subjective assessment of costs
that are incurred in switching to another service provider. Along with this, financial and
economic switching expenses are financially and monetary quantifiable expenses that a
consumer incur in moving from current to new service offeror. Moreover, psychological and
relational switching expenses exist when comfort, affection, faith, and comprehension with
respect to service providers (Roy, et al., 2012). It develops a switching barrier for the consumer
through valuable associations.
2.3 Summary
5
Factors affecting
customer switching
Pricing
Inconvenience
Competition
Ethical issue
Care service and service
encounter failure
Customer
switching
Behaviour
Word of mouth
about customer
switching
Search for new services

Chapter 3 Research Design and Methodology
3.0 Introduction
A research design is significant for illustrating the structure of an investigation. Through research
design, an investigation can provide the right way to understand the investigation concern in
order to obtain significant and feasible information (Quinlan et al. 2019).
(Sources: Ali and Batai, 2020).
Under the Honeycomb of research methodology, different key aspects of the investigation are
joined with different other components in order to develop research methodology. There are
different elements of honeycomb. These are research approach, research philosophy, research
strategy, research design, data collection, as well as, data analysis tools come together in order to
develop research methodology (Basias and Pollalis, 2018).
6

3.1 Research Paradigm
The research paradigm is one that identifies the technique to follow the investigation as
compared to another technique. Within investigation, there are different paradigms such as
positivist and interpretive (Taherdoost, 2017).
3.1.1 Research Philosophy
Epistemology is investigation of nature and scope of understanding as well as, justified the
belief. It assesses the nature of understanding together with, how it is associated with similar
philosophies like belief, truth along with, justification. It also deals with the indication of the
production of understanding and skepticism regarding distinct claims and facts (Collis and
Hussey, 2014).
Phenomenology is an investigation of structure related to consciousness as skilled through the
first-person position. The central formation of experience is its intentionality, it is being focused
with respect to something as it is an experience of as well as, about a certain object. Ontology is
philosophical areas that revolve around nature related to reality and different categories and
objects within reality. This philosophy is related to specification about conceptualization
(Saunders, Lewis, and Thornhill, 2019).
In this research, interpretivism research philosophy will be implemented for improving the
quality of investigation. The key cause of applying this philosophy is that it is associated with a
philosophical position regarding idealism. On the other side, positivism research philosophy
would not be implemented because of the subjective nature of research concerns (Wilson, 2014).
3.1.2 Research Approach
An inductive approach is executed for evaluating the depth observation related to data and
developed theoretical concepts about research concern. On the other side, a deductive approach
7

is executed for implementing the hypothesis. Through the development of the hypothesis, an
investigation could accept or reject the research process related to investigation concern (Hair, et
al., 2019).
In the context of this research, the inductive approach will be implemented by the investigator
because of the subjective nature of the investigation. There is no need for developing hypothesis
hence the inductive approach will be implemented and the deductive approach will not be
applied in this context (Zikmund, Carr, and Griffin, 2013).
3.1.3 Research Strategy
There are distinct kinds of research strategies that can be implemented in an investigation like
quantitative and qualitative research strategies. Along with this, quantitative research strategy
emphasizes collecting numerical data through statistical tools. Qualitative research strategy
makes competent an investigator for developing an opinion as well as, developing a hypothesis
(Eriksson and Kovalainen, 2015).
For this research strategy, an investigator would implement a mixed research strategy since it
would consider the features of both quantitative and qualitative research strategies. In such a
manner, a qualitative approach would make competent an investigator to create theoretical
information regarding “Customer Switching - A study of Flow Trinidad”. Along with this,
quantitative approach will be significant for providing statistical information related to the
investigation issue (Bell, Bryman, and Harley, 2018).
3.2 Research Design
In the context of this investigation, an investigator would use both interviews and survey through
questionnaires in order to obtain the information related to “Customer Switching - A study of
Flow Trinidad”. Through this research design, an investigator would be competent in gathering
8

innovative and fresh information related to the research concerns. Along with this, a descriptive
case study would be implemented by an investigator in order to identify the cause and effect
association among research concerns. Furthermore, a cross-sectional study is an observational
study that considers the assessment of gathered data from population and representative subset at
one particular time period (Gray, 2019).
3.3 Data Collection
In the context of this research study, both data gathering tools would be implemented for
gathering the data related to “Customer Switching - A study of Flow Trinidad”. It will be
significant in order to create reliable and valid results. In such a manner, primary data would be
captured through conducting interviews and surveys through the questionnaire as well as,
secondary data would be captures via a literature review. Primary data will be implemented in
this research since it facilitates reliable data whereas secondary data will be implemented
because it will take minimum time period and cost in order to create the already published data
(Quinlan, et al., 2019).
3.3.1 Questionnaire
The following objective would be used to gather the information through survey questionnaire:
 To address the factors affecting Customer Switching in Flow Trinidad
 To recommend the strategies to improve Customer Switching in Flow Trinidad
Discuss clearly and in detail:
In this research study, probability sampling will be implemented by the investigator because of
subjective nature related to investigation concern. In such a context, a simple random sampling
method will be applied to select the participants since it reduces the probability of biased concern
from an investigation by choosing respondents on a random basis (Aithal, 2017). With the
9

purpose of this research, 50 customers of Flow Trinidad will be chosen as a sample size from
various areas of Trinidad.
In addition to this, a questionnaire is used for gathering the primary information through a survey
since it is virtually competent as well as, unprofitable. Hence, survey form would be chosen for
this research study in order to low-expenses as well as, that investigator would create depth data
about a condition in investigation and process for evaluating the involved alternatives (Basias
and Pollalis, 2018).
In this research study, a Likert scale structure would be used in a questionnaire in which,
participants can choose from classification scale up in order to demonstrate the agreements or
disagreements with the offered statement and agreement certainty (Taherdoost, 2017). This
survey through the questionnaire will be related to Likert scale and participants can choose from
the following five measures:
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
3.3.2 Interviews
The following objective would be attained through the interview:
RO1: To explore the conceptual understanding regarding Customer Switching in Flow Trinidad
In this research, an interview would be used for ensuring a larger extent of usable returns as
compared to other tools. Primary data would be gathered through online sources with the use of a
semi-structured interview question. It would be applied as a feasible model for collecting
10

information. A semi-structured interview will provide two-way communication and also
provides more reliable results. Moreover, open-ended questions would be implemented because,
in this structure, interviewees will feel free in order to share their beliefs and opinions regarding
the theme of each question (Cuervo‐Cazurra, et al., 2017).
3.3.3 Summary of Data Collection
Objective
Who/Where?
Source
Data Needed
Themes/Constructs
How will the Data
be collected?
Method
RO1: To explore
the conceptual
understanding
regarding
Customer
Switching in Flow
Trinidad
Qualitative
Conceptual
understanding
regarding Customer
Switching
Interview
RO2: To address
the factors
affecting Customer
Switching in Flow
Trinidad
Primary
Factors affecting
Customer Switching
Survey through
questionnaire
RO3: To
recommend the
strategies to
Primary Strategies to
improve Customer
Survey through
questionnaire
11

improve Customer
Switching in Flow
Trinidad
Switching
3.4 Data Analysis Plan
3.4.1 Quantitative Analysis
In the context of this research study, descriptive statistical assessment will be implemented by an
investigator in order to interpret the gathered information. In addition to this, Ms-excel software
will be implemented to demonstrate the data via distinct distribution frequencies, tables, cross-
tabulation, scatter diagrams, graphical forms (pie and bar chart), and central tendency (mean,
median, and mode) (Rimbo, et al., 2017).
3.4.2 Qualitative Analysis
In this research, the thematic method would be used for analysing the qualitative information
such as interview transcript would be applied for assessing the research concern i.e. " Customer
Switching - A study of Flow Trinidad". Along with this, the narrative assessment makes
competent to develop insights regarding how and even why ideas about " Customer Switching -
A study of Flow Trinidad" would be demonstrated (Rimbo, et al., 2017).
Creswell (2009) model:
12

(Sources: Murphy, et. al., 2015).
Thematic assessment would be implemented in this research study in order to assess the
qualitative information. It would be implemented in a set of texts like transcripts of the
interview. An investigator would focus on addressing different themes such as ideas, topics, as
well as, patterns of meaning that arise constantly (Walliman, 2017).
3.5 Ethics
The use of moral regulations and professional code of conduct in order to gathering, assessment,
reporting as well as, publication of data related to "Customer Switching - A study of Flow
Trinidad" in specifically, active acceptance regarding right to privacy, informed consent, and
confidentiality of participants (Ragab and Arisha, 2017). The given below elements would be
used for describing the ethics:
Summarise using a table.
Stage of the research Ethical Risks Mitigation
General data protection
right:
GDPR act would be
implemented by the
researcher in order to secure
13

the privacy for confidential
information that is provided
by respondents (Lalić and
Pope, 2018).
Plagiarism: A researcher would not copy-
paste to any content in an
investigation.
Anonymity: Selected participants would
not be identified for their
views that they provided to
the researcher in the context
of " Customer Switching - A
study of Flow Trinidad".
Confidentiality: Data that is gathered by
research participants would
not be distributed to anyone
(Kumar, 2019).
Consent: As per the ethical norms,
participants will not be
pressurized to respond in
research (Daniel and Harland,
2017).
14

3.6 Limitations to Research Methodology
This research has some limitation and it should be considered to overcome the limitations.
Initially, limited resources and time constraints can create complexities in gathering a high
amount of information. Therefore, it can be recommended that larger samples could be used in
the future in order to develop highly generalize outcomes (Walliman, 2017). This research study
would employ cross-section design in spite of considering stages of change related to " Customer
Switching - A study of Flow Trinidad".
3.7 Research Timetable
Dissertation Structure Outline Contents Start date Completion date
Introduction Research background,
problem statement,
aim and objectives,
research rationale,
research questions, and
dissertation structure
21-02-2020 10-03-2020
Literature Review Conceptual
understanding about
Customer Switching,
factors affecting
customer switching,
and strategies to retain
the customers at longer
terms.
11-03-2020 28-04-2020
Research Design and Research philosophy 29-04-2020 06-05-2020
15

Methodology and approach, research
strategy and design,
data collection,
sampling methods, and
analysis methods.
Findings and Analysis Data analysis through
graphical
representation and
supported by literature
review
07-05-2020 17-05-2020
Conclusions and
Recommendations
Summarising the
findings, and
recommend the
strategy to overcome
the issue identified in
the conclusion.
18-05-2020 30-05-2020
Gantt Chart
16

Introduction
Literature Review
Research Design and Methodology
Findings and Analysis
Conclusions and Recommendations
3/10/2020
4/28/2020
5/6/2020
5/17/2020
5/30/2020
Gantt chart
Completion date
3.8 Conclusion
From the above interpretation, it can be concluded that different chapters would be considered in
research such as chapters 1, 2, & 3. From chapter 1, it can be summarised that the key issue
faced by Flow Trinidad is increasing customer switching. The main aim of this research is to
evaluate the factors affecting customer switching in Flow Trinidad. From chapter 2, it can be
concluded that consumers have different intentions to purchase the products. Along with this,
there are some factors that can affect customer switching such as financial and technical issues.
From chapter 3, it can be summarised that interpretivism research philosophy would be used to
create the real phenomenon regarding " Customer Switching - A study of Flow Trinidad". Along
with this, inductive approach would be used for generating the theories regarding research
concern. It can be summarised that both surveys through questionnaires and interview strategy
would be used for capturing the information as well as, both primary and secondary data
collection methods would be used for capturing the research information.
17

Reference List
Aithal, P.S., 2017. ABCD Analysis as Research Methodology in Company Case
Studies. International Journal of Management, Technology, and Social Sciences (IJMTS), 2(2),
pp.40-54.
Ali, M.H. and Batai, S., 2020. Bending Behavior of Sandwich Composite Structures of 3D-
Printed Materials. In Advances in Materials and Manufacturing Engineering (pp. 281-287).
Springer, Singapore.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and Economics
Research, 7, pp.91-105.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Collis, J. and Hussey, R., 2014. Business research: A practical guide for undergraduate and
postgraduate students. 4th edn. Hampshire: Palgrave Macmillan.
Cuervo‐Cazurra, A., Mudambi, R., Pedersen, T. and Piscitello, L., 2017. Research methodology
in global strategy research. Global Strategy Journal, 7(3), pp.233-240.
Daniel, B.K. and Harland, T., 2017. Higher education research methodology: A step-by-step
guide to the research process. Routledge.
Discover flow. 2020. Flow. [Online]. Available at: https://discoverflow.co/trinidad/ (Accessed:
2nd March 2020).
Eriksson, P. and Kovalainen, A., 2015. Qualitative methods in business research: A practical
guide to social research. Sage.
18

Finance Americas. 2020. Site Selection Increasing Competition Is Leading to More Connectivity
and Lower Prices in Trinidad and Tobago. [Online]. Available at: http://financetnt.com/trinidad-
and-tobago-increasing-competition-increasing-connectivity/ (Accessed: 2nd March 2020).
Gray, D.E., 2019. Doing research in the business world. Sage Publications Limited.
Hair Jr, J.F., Page, M., and Brunsveld, N., 2019. Essentials of business research methods.
Routledge.
Han, C.H., Tyagi, S., Kim, N. and Choi, B., 2016. Understanding Internet service switching
behavior based on the stage model. Information Systems and e-Business Management, 14(3),
pp.665-689.
Jang, H.W., Kwak, N.Y. and Lee, C.C., 2017. Study on Factors Affecting the Intention of
Switching China's Mobile Telecommunication Service-Focusing on PPM Theory. Journal of
Digital Convergence, 15(7), pp.169-180.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Lalić, A.B. and Pope, J.A., 2018. Introduction and Research Methodology. In Business and
Society (pp. 1-9). Springer, Cham.
Mahajan, V., Misra, R. and Mahajan, R., 2017. Review of factors affecting customer churn in the
telecom sector. International Journal of Data Analysis Techniques and Strategies, 9(2), pp.122-
144.
Malhotra, G. and Batra, S.K., 2019. Customer-Switching Behaviour for Telecom Service
Provider. International Journal of Business and Economics, 4(2), pp.1-17.
Mannan, M., Mohiuddin, M.F., Chowdhury, N. and Sarker, P., 2017. Customer satisfaction,
switching intentions, perceived switching costs and perceived alternative attractiveness in
19

Bangladesh mobile telecommunications market. South Asian Journal of Business Studies. 6(2),
pp. 142-160.
Murphy, K., Bilgihan, A., Kubickova, M. and Boseo, M., 2015. There is no ‘I’in recovery:
Managements’ perspective of service recovery. Journal of Quality Assurance in Hospitality &
Tourism, 16(3), pp.303-322.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South-
Western Cengage.’
Ragab, M.A., and Arisha, A., 2017. Research Methodology in Business: A Starter’s
Guide. Management and Organizational Studies, 5(1), p.1.
Rimbo, D., Nagoya, R., Solihin, I. and Mongay, J., 2017. Perceptions of consumers in the airline
industry using a qualitative data analysis methodology: applied research under an international
orientation. International Business Research, 10(5), pp.22-28.
Roy, S.K., Kaur, G., Sharma, R.D. and Mahajan, N., 2012. Exploring customer switching
intentions through relationship marketing paradigm. International Journal of Bank Marketing.
30(4), pp. 280-302.
Saunders, M., Lewis, P.H.I.L.I.P. and Thornhill, A.D.R.I.A.N., 2019. Research
methods. Business Students. 8th edn. Boston: Pearson.
Taherdoost, H., 2017. Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development. International Journal of Academic Research in
Management., 6(1), pp.1-5.
Walliman, N., 2017. Research methods: The basics. Routledge.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
20

Zikmund, W.G., Carr, J.C. and Griffin, M., 2013. Business Research Methods (Book Only).
Cengage Learning.
21