ABSTRACT
The study employs a quantitative approach using an online survey on 185 Indonesian respondents with regards to their experience in using cable Internet for at least one month. The study uses the structural equation model (SEM) to examine the data. The result shows that push factors (service quality, perceived price, and perceived value), and pull factors (alternative attractiveness and subjective norm) have positive impacts on switching intention, whereas mooring factors (inertia and commitment) have a negative impact on switching intention. For moderation, the mooring factors have varying level impacts on switching intention. The validation of the factors can be a reference to formulate a marketing strategy to minimize customers’ switching intention. This study builds a comprehensive model of customer switching intention in Internet service providers in Indonesia.
