Dynamics of User Behavior and Business Sustainability of Cellular SIM Card Services in Indonesia: Among the Determinants of Satisfaction and Switching Intentions

This study examines the switching intentions of Generation Z users, who are known to use a variety of services. The study's purpose is to determine how satisfaction, sector knowledge, and the attraction of alternatives affect switching intention, as well as how service quality and corporate image influence switching intention. This quantitative study included 170 SIM Card X users from Generation Z in Indonesia. The data were analyzed with SEM modeling and SMART PLS 3.0. This study's analysis comprises reliability and validity testing, discriminant validity testing, coefficient of determination testing, and hypothesis testing. The findings of this study show that both service quality and brand impression have a beneficial impact on satisfaction. Meanwhile, the satisfaction and allure of alternatives have a detrimental influence on switching intentions. Furthermore, sector knowledge has an adverse effect on switching intentions. Then, satisfaction serves as a positive moderator of the indirect impacts of service quality and corporate image on switching intentions. This study also has important implications for branding, lowering switching intentions, and ensuring satisfaction. It is impossible to deny that earning the loyalty of Generation Z cellular service users is challenging. They are hesitant to make decisions because they are fickle and are greatly influenced by environmental circumstances and the appeal of the benefits supplied by all accessible brands. To generate happiness, individuals must receive high-quality service and a strong company image. This study has significant limitations, notably in generation Z; therefore, future researchers should include people from generation Y. Furthermore, other variables, such as trust, may influence consumer satisfaction and switching intentions. Aside from that, future studies could include a comparative analysis of SIM cards from various nations to increase understanding of SIM card user behavior.