Customer Switching - A study of Flow Trinidad

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
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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.
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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
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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
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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).
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