Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience

Autor:	Obinna C. Ojiaku, Aihie Osarenkhoe
Rok vydání:	2018
Předmět:	Service quality business.industry Mobile broadband 05 social sciences Advertising Service provider Brand choice Competition (economics) 0502 economics and business Revenue 050211 marketing Continuance Business Mobile telephony Business and International Management 050203 business & management
Zdroj:	Global Business Review. 19:1478-1493
ISSN:	0973-0664 0972-1509
Popis:	The prevalence of mobile data services has intensified competition and structured the market for mobile telecommunication services, resulting in decreased revenue particularly from voices services and high churn rate. Mobile service providers therefore seek ways to increase revenue by attracting and retaining mobile data users. This study investigates the determinants of customers’ brand choice and continuance intentions with mobile service providers in the context of mobile data service. This study also captures the impact of past experience on behavioural outcomes. Data were collected from 304 customers of mobile data service firms and analysed using regression analyses. Results indicate that mobile service quality, pricing structure and promotion, but not brand image, affect brand choice, whereas continuance intentions are affected by the mobile service quality, brand image and price. Customers’ past experience relates significantly and negatively to brand choice but not continuance intention. The contribution and implication of the study are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::aee86f648258d1129afad84843f6c83b https://doi.org/10.1177/0972150918780764 Zobrazit plný text záznamu