Al-Hikmah University Journal

The issue of consumer switching behaviour has become one of the major factors affecting business profitability, especially in the telecommunication sector. In view of this, the study examined the Determinants of consumer switching behaviour in Nigerian telecommunication industry, the moderating role of price. Data were collected from the students of tertiary institutions in Borno state, North eastern Nigeria using a cross-sectional study design. The study adopted Kriejcie and Morgan rule of thumb and arrived at 382 respondents and questionnaires were distributed and collected through the personally-administered method. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the study hypothesis. This study finds that Sales Promotion have significant influence on consumer switching behaviour. The results of this study provide important insights to managers, mobile operators and researchers to further understand the factors that influence consumers to switch from one service provider to another in the Nigerian telecommunication industry. Mobile operators should concentrate on factors like sales promotion so as to attract more customers to their network.