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Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience
Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration. (ISNET; HAR Digitaliseringens förutsättningar och kritiska faktorer)
2018 (English)In: Global Business Review, ISSN 0972-1509, E-ISSN 0973-0664, Vol. 19, no 6, p. 1478-1493Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
SAGE Publications India, 2018. Vol. 19, no 6, p. 1478-1493
Keywords [en]
Mobile data, continuance intention, service quality, technology adoption, brand choice
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-27578DOI: 10.1177/0972150918780764ISI: 000456522300006Scopus ID: 2-s2.0-85049773232OAI: oai:DiVA.org:hig-27578DiVA, id: diva2:1232506
Projects
HAR Digitaliseringens förutsättningar och kritiska faktorerInnovativa Strategiska Nätverk ISNET
Funder
Knowledge FoundationEuropean Regional Development Fund (ERDF)Available from: 2018-07-11 Created: 2018-07-11 Last updated: 2019-08-27Bibliographically 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