The Influence of User Experience towards Switching Barrier of GSM Operators in Bandung

: GSM operators are dominant players inIndonesian cellular telecommunicationindustry. However, these players are experiencing high churn rate, delineates that they experience difficulty to keep customers.User experience influences customer decision to induce switching cost and perception when viable competing exist in the market, therefore, contribute in creating switching barriers to keep customers. Thus, this study intends to investigate the relation between elements of user experience (functionality, social, monetary, trustworthiness, perceived service quality) and switching barrier elements (switching cost, alternative attractiveness).The research is quantitative study. SEM-PLS is used to analyze the primary data acquired through questionnaire. The results show that among five elements of user experience, two elements which are social and trustworthiness are proven to have positive and significant influence towards switching cost which is one of the element of switching barriers. Furthermore, functionality and monetary are proven to have significant influence towards alternative attractiveness as one of the element of switching barriers. Keyword: User Experience, Switching Barriers, Switching Cost, Alternative Attractiveness