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ABSTRACT
This study examined the effect of customer bonding on switching behaviour of telecommunication services in Benin City, Edo State. The study adopted the descriptive survey research design. The data was collected through the administration of questionnaire to respondents who are mobile phone users of students in the University of Benin in Benin City, Edo state. It was discovered via the regression analysis It was discovered via the regression analysis that financial bonding between customers and telecommunication service providers in Benin City, Edo State., social bonding was found to have a significant impact on the switching behaviour of telecommunication service subscribers in Benin City, Edo State, that structural bonding is not significantly related to the switching behaviour of customers using telecommunication services in Benin City, Edo State, that customised bond does not significantly predict the switching behaviour among telecommunication service users in Benin City, Edo State and that there is a significant relationship between customer bonding and switching behaviour of telecommunication service customers in Benin City, Edo State. Based on these findings, it was recommended that: telecommunication service providers in Benin City should prioritize strategies that strengthen financial bonds with their customers, telecommunication providers can leverage social media platforms, community events, and forums to facilitate interactions among customers and between customers and the brand by nurturing social bonds, providers can increase customer loyalty and reduce the likelihood of churn, telecommunication providers to assess and potentially revise their structural bonding initiatives. telecommunication providers to tailor their offerings and services to individual customer preferences, customer bonding should not be viewed as a standalone activity but rather as a fundamental aspect of customer relationship management and brand differentiation.
