Significance of Service Physical Evidence Mix for Subscriber Retention: An Empirical Study on Cell phone Network Service Sector

Abstract

This paper elucidated how some lacking in Service Physical Evidence Mix of Cell Phone Network service Provider (CNSP) will trigger its subscriber’s intention to churn from their network service provider to another network service provider. The study used quota sampling technique and surveyed 384 subscribers through interview method with the help of the structured scheduled instrument. The data obtained the reliability value of 0.878 as Cronbach's alpha for 10 items and the distribution of data were significantly deviate from a normal distribution, Thereby the non parametric U Test and H Test were used to analyses the differences differences. The study found that the Majority of the Subscribers opined they will be extremely triggered to churn, If they find difficult in finding their CNSP retail shop due to lack of tangible physical evidence and If their CNSP is not subscribed by people of their surroundings and If they do not find their CNSP’s Tariffs menu card in retail shops. On the other hand, lack of Interior layout design in retailer shop of CNSP and lack of exclusive showrooms of CNSP are only slightly triggering its subscriber’s intention to churn from their network service provider to another.