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Exploring Determinants of Internet Service Provider Customer Switching Barriers Using an Exploratory Sequential Mixed Methods Research Design
Abstract
The chapter aims to give a practical illustration of the exploratory sequential mixed methods research to contribute to the literature in the proper application of this research design in addressing complex research phenomena. The research was motivated by the fact that, despite the growing body of literature on customer retention, “churn” or customer movement between competitors remains an ongoing problem for most service providers, including ZOL, the study case in this chapter. A pragmatic research philosophy was used in terms of methodology, and exploratory sequential mixed methods research was used. The research process started with a literature review to identify possible factors. The push-pull-mooring framework of migration was used as the research model to understand and determine the switching barriers variables affecting a customer's decision to remain with a service provider among ZOL internet subscribers in Zimbabwe.
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