Lena Marliyana Maelatusaadah, Agus Rahayu, Dian Herdiana Utama


Purpose - To find out the description of the level of switching cost and customer switching behavior in MNC Play’s customer in Bandung.

Design/methodology/approach - The design of this study is cross sectional method. This research uses descriptive approach with cross sectional method. A total of 106 respondents were selected using simple random sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is verification  technique and descriptive technique.

Findings - The result showed that switching cost is in good enough category, while customer switching behavior is in good enough category.  

Originality / value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study


Switching Cost, Customer Switching Behavior

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