Switching Behaviour within the Telecommunication Business : A qualitative study of former TeliaSonera customers

Sammanfattning: The telecommunication business has changed in Sweden during the recent years. From being a monopoly, the market has switched into a more competitive market with more competitors that offer more services. TeliaSonera is one of the largest telecommunication providers in Sweden. TeliaSonera is a co-operation between the companies Telia, which was one of the leading telecommunication companies in Sweden, and the Finnish counterpart Sonera. At the present time of this thesis, they provide their customers with services like Broadband, TV, Stationary phone and Mobile phone. These services are provided both to residential and business customers. The aim of this research project is to understand the switching behaviour of former TeliaSonera customers by investigating the background of the customers' motivation to switch. Through analysing the findings, the researchers will be able to make assumptions about customer switching processes. The research has been conducted with an explorative research approach and qualitative interviewing via telephone with 22 former TeliaSonera customers. The questions were related to their behaviour before, while and after the switching from TeliaSonera to a competing provider. From the interviews, the researchers seek to get a better understanding what triggers sway customers to switch. Additionally, it is equally important to understand the switching process customers go through. The theoretical framework is based on prior research on customer behaviour and customer relationship management in the field of service management and marketing. Theories as triggers, active and passive customers or suggestions like the unconscious decision-making are being discussed. Triggers are the point where the customer begins to be aware of a possible switch of services. An active customer searches for the information oneself and a passive customer often are influenced by a third party. The theory about unconscious decision-making questions if the human subconscious can make decision for customers before they are even aware of it. This theory is being applied to the collected data. The results of the research show that there can be found two different switching paths of interviewed customers, which are generated based on the collected customer stories. The two different paths are categorised into a reactional and situational switching path and an influenced switching path.