SERVICE QUALITY, ADVERTISING MESSAGE, AND NEGATIVE SWITCHING BARRIER

This study implements a novel integrated model which aims at two main purposes. First, identifying the relevant dimensions of customers¿ service quality perception in Vietnam mobile telecommunication sector. Second, examining the simultaneous effects of overall service quality, advertising message, and negative switching barrier on two key manifestations of attitudinal loyalty, namely repurchase intention and positive word of mouth (WoM). The interesting findings reveal in this study not only the addition of more knowledge to deepen the understanding of service quality as well as consumer psychology in the field of mobile telecommunication service, but also yield a number of practical implications for mobile carriers in Vietnam. Based on the study¿s findings, some significant strategic suggestions were made so that the mobile carriers in Vietnam could leverage quality of services, control advertising message, and understand customers¿ perceptions of negative switching barriers for the purpose of retaining customers more efficiently.