ORCID
D. Tomšič: https://orcid.org/0009-0007-2654-7636
Keywords
Consumer loyalty, Switching behaviour, Intention–behaviour gap, Mobile telecommunications, Longitudinal research
Abstract
This paper quantifies and explains the consumer intention–behaviour gap in mobile telecommunications and shows how it matters for competitive resource allocation. Using a two-wave longitudinal survey of 4887 consumers, I compare stated switching intentions at time t with self-reported provider choice at t + 1 and identify a 15.4% divergence comprising two forms: nonswitching intenders (consumers who intended to switch but did not) and switching nonintenders (consumers who did not intend to switch but did). Binary logistic models reveal temporal asymmetry in determinants. Among nonswitching intenders, higher baseline loyalty (satisfaction, repeat-choice commitment, and recommendation intention) lowers the likelihood of remaining switch inactive. Among switching nonintenders, proximal triggers experienced between t and t + 1 dominate: negatively perceived events increase the probability of unintended switching, while positively perceived events decrease it. Contractual lock-in shows limited direct influence. These findings generalise behavioural theory to a high-portability, promotion-intensive market and imply segmentation of retention spend by gap type: effort-reducing offers for declared intenders with weak loyalty and event-based monitoring/recovery for customers without declared intent. Aligning interventions with the timing of determinants can reduce forecast error and deploy retention budgets more efficiently.
Recommended Citation
Tomšič, D. (2026). When Loyalty Intentions Fail: Evidence on the Intention–Behaviour Gap and Customer Retention in Mobile Telecommunications. Economic and Business Review, 28(3), 205-221. https://doi.org/10.15458/2335-4216.1376
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
