A study of factor affecting customer switching behavior of mobile telecommunication 3.5G services

Lee Jungwoo, Eok Baek, Sung Sujung

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Recently, Mobile Telecommunication businesses contend with each other to expand their customer base by using an aggressive marketing strategy. In order to determine if this strategy is effective, customer's and their switching behavior needs to be studied. This study identifies and analyzes direct, indirect factors affecting customer switching behavior such as attractiveness of alternatives, network externality, switching cost. The research results show that attractiveness of alternatives, network externalities have a direct impact on customer switching behavior. These factors also have a moderated effect on customer switching behavior but the switching cost does not influence customers directly.

Original languageEnglish
Title of host publicationICE-B 2008 - Proceedings of the International Conference on e-Business
Pages241-246
Number of pages6
Publication statusPublished - 2008 Dec 1
EventInternational Conference on e-Business, ICE-B 2008 - Porto, Portugal
Duration: 2008 Jul 262008 Jul 29

Other

OtherInternational Conference on e-Business, ICE-B 2008
CountryPortugal
CityPorto
Period08/7/2608/7/29

All Science Journal Classification (ASJC) codes

  • Management of Technology and Innovation
  • Marketing

Fingerprint Dive into the research topics of 'A study of factor affecting customer switching behavior of mobile telecommunication 3.5G services'. Together they form a unique fingerprint.

  • Cite this

    Jungwoo, L., Baek, E., & Sujung, S. (2008). A study of factor affecting customer switching behavior of mobile telecommunication 3.5G services. In ICE-B 2008 - Proceedings of the International Conference on e-Business (pp. 241-246)