Perceived Justice, Perceived Price Fairness, and Perceived Severity Effecting Switching Intention: A Moderation by Switching Cost in Pakistan Telecom Industry

Abstract

The study investigated the association between perceived justice, perceived price fairness, and severity of service failure on customer's intention to switch telecommunication services in southern Punjab, Pakistan. The study used the Push-Pull-Mooring model and Justice Theory as a framework. The data was collected through a survey questionnaire using convenience sampling and analyzed using SPSS and Smart (PLS). Results showed that perceived justice and switching cost were the most significant predictors of switching intention. Perceived price fairness and severity of service failure had no significant impact. Switching cost successfully moderated the association between perceived justice and switching intention. The study concluded that telecommunication agencies in Pakistan must focus on perceived justice to prevent customers from switching. The study offers theoretical and practical recommendations for future research.