Identifying the Critical Success Factors of Telecom Switching Barriers Using the AHP

Abstract

Switching barriers help telecom service providers create intangible restriction before telecom subscribers preventing them from switching to other service providers. This study aims at ranking the switching barriers to identify critical success factors of telecom service providers to retain customers and attain a competitive advantage in the market. The analytical hierarchy process (AHP) is used as a tool to rank the identified switching barriers. The literature review helped in identifying eight crucial switching barriers which were ranked using the AHP method. A pair-wise comparison is made to obtain opinions from 32 experts and consultants in the field of telecom service provider industry to conduct AHP analysis. The AHP is analysed by pair-wise comparisons generated from expert opinions. The research findings helped in understanding the different priorities and corresponding weights of switching barriers which were eventually ranked based on the weights. This study enables the telecom service providers to adopt suitable strategies based on the ranking. This will help telecom service providers retain customers and thereby gain a competitive advantage.