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Determinants of customers’ choice and continuance intentions with mobile data service provider: The role of past experience
Department of Marketing, Nnamdi Azikwe University, Awka, Nigeria.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2017 (English)In: Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth / [ed] Soliman, K. S., International Business Information Management Association (IBIMA), 2017, p. 4926-4939Conference paper, Published paper (Refereed)
Abstract [en]

This study investigates the determinants of customers’ brand choice and continuance intentions with mobile service providers in the context of Mobile Data Service (MDS). This study also captures the impact of past experience on behavioral outcomes. Data was collected from 304 customers of mobile data service firms and analyzed using regression analyses. Results indicate that mobile service quality, pricing structure and promotion, but not brand image affects brand choice whereas continuance intentions is affected by the mobile service quality, brand image and price. Customers’ past experience relates significantly and negatively with brand choice but not continuance intention. The contribution and implication of the study is discussed.

Place, publisher, year, edition, pages
International Business Information Management Association (IBIMA), 2017. p. 4926-4939
Keywords [en]
Brand choice, Continuance intention, Mobile data, Service quality, Technology adoption
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-27403ISI: 000443640503107Scopus ID: 2-s2.0-85048613458ISBN: 9780986041990 (print)OAI: oai:DiVA.org:hig-27403DiVA, id: diva2:1224165
Conference
30th International Business Information Management Association Conference - Vision 2020, 'Sustainable Economic development, Innovation Management, and Global Growth'(IBIMA 2017), 8-9 November 2017, Madrid, Spain
Available from: 2018-06-26 Created: 2018-06-26 Last updated: 2018-10-15Bibliographically approved

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Osarenkhoe, Aihie

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf