Understanding consumer churning behaviors in mobile telecommunication service industry: Cross-national comparison between Korea and China

Chunghun Lee, Nayeon Kwak, Choong C. Lee

Research output: Contribution to conferencePaper

2 Citations (Scopus)

Abstract

It is crucial for telecom operators to shift from a subsidy-centered to a servicecentered marketing strategy. As the market reaches its saturation point, the effectiveness of customer acquisition through the traditional subsidy decreases and offering differentiated services for existing customer retention is critical. This study aims at finding out factors affecting consumer churning intention based on PPM (Push-Pull-Mooring) theory in order to exactly understand consumer behaviors in the mobile telecommunication service industry (MTSI). This study also analyzes the difference between Korea (saturation market) and China (growth market) in terms of the causality between the intention to switch and the affecting factors. The research findings will encourage telecom operators to establish the effective service strategy that corresponds to their level of market maturity.

Original languageEnglish
Publication statusPublished - 2015 Jan 1
Event2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015 - Fort Worth, United States
Duration: 2015 Dec 132015 Dec 16

Other

Other2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
CountryUnited States
CityFort Worth
Period15/12/1315/12/16

Fingerprint

Consumer Behaviour
Consumer behavior
Telecommunication services
Mooring
consumption behavior
Telecommunications
Korea
telecommunication
Marketing
China
Switches
Industry
subsidy
industry
market saturation
market
customer
Saturation
Customers
maturity

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

Cite this

Lee, C., Kwak, N., & Lee, C. C. (2015). Understanding consumer churning behaviors in mobile telecommunication service industry: Cross-national comparison between Korea and China. Paper presented at 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, United States.
Lee, Chunghun ; Kwak, Nayeon ; Lee, Choong C. / Understanding consumer churning behaviors in mobile telecommunication service industry : Cross-national comparison between Korea and China. Paper presented at 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, United States.
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Lee, C, Kwak, N & Lee, CC 2015, 'Understanding consumer churning behaviors in mobile telecommunication service industry: Cross-national comparison between Korea and China', Paper presented at 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, United States, 15/12/13 - 15/12/16.

Understanding consumer churning behaviors in mobile telecommunication service industry : Cross-national comparison between Korea and China. / Lee, Chunghun; Kwak, Nayeon; Lee, Choong C.

2015. Paper presented at 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, United States.

Research output: Contribution to conferencePaper

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AU - Kwak, Nayeon

AU - Lee, Choong C.

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Y1 - 2015/1/1

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AB - It is crucial for telecom operators to shift from a subsidy-centered to a servicecentered marketing strategy. As the market reaches its saturation point, the effectiveness of customer acquisition through the traditional subsidy decreases and offering differentiated services for existing customer retention is critical. This study aims at finding out factors affecting consumer churning intention based on PPM (Push-Pull-Mooring) theory in order to exactly understand consumer behaviors in the mobile telecommunication service industry (MTSI). This study also analyzes the difference between Korea (saturation market) and China (growth market) in terms of the causality between the intention to switch and the affecting factors. The research findings will encourage telecom operators to establish the effective service strategy that corresponds to their level of market maturity.

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Lee C, Kwak N, Lee CC. Understanding consumer churning behaviors in mobile telecommunication service industry: Cross-national comparison between Korea and China. 2015. Paper presented at 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, United States.