Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution
Abstract
This paper presents empirical evidence of a push-pull model of brand switching in the mobile phone market in Australia. Results based on qualitative and quantitative research of 1600 mobile phone customers showed that push factors such as satisfaction, value influence the propensity to stay but that any link between the propensity to stay and switching intentions is partially moderated by inertia. Situational factors such as experiencing bill shock or having an unresolved service problem may also trigger switching. Implications for research and managers are that the switching process is complex and dynamic and may involve situational factors, best uncovered in qualitative research.
Original language
English
Title of host publication
ANZMAC 2012
Subtitle of host publication
conference proceedings : Sharing the cup of knowledge
title = "Push-pull factors in switching mobile service providers",
abstract = "This paper presents empirical evidence of a push-pull model of brand switching in the mobile phone market in Australia. Results based on qualitative and quantitative research of 1600 mobile phone customers showed that push factors such as satisfaction, value influence the propensity to stay but that any link between the propensity to stay and switching intentions is partially moderated by inertia. Situational factors such as experiencing bill shock or having an unresolved service problem may also trigger switching. Implications for research and managers are that the switching process is complex and dynamic and may involve situational factors, best uncovered in qualitative research.",
author = "Steven D'Alessandro and David Gray and Leanne Carter",
year = "2012",
language = "English",
pages = "1--8",
booktitle = "ANZMAC 2012",
publisher = "ANZMAC2012 Conference",
}
D'Alessandro, S, Gray, D & Carter, L 2012, Push-pull factors in switching mobile service providers. in ANZMAC 2012: conference proceedings : Sharing the cup of knowledge. ANZMAC2012 Conference, Adelaide, pp. 1-8, Australian and New Zealand Marketing Academy Conference (2012), Adelaide, 3/12/12.
ANZMAC 2012: conference proceedings : Sharing the cup of knowledge. Adelaide : ANZMAC2012 Conference, 2012. p. 1-8.
Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution
TY - GEN
T1 - Push-pull factors in switching mobile service providers
AU - D'Alessandro, Steven
AU - Gray, David
AU - Carter, Leanne
PY - 2012
Y1 - 2012
N2 - This paper presents empirical evidence of a push-pull model of brand switching in the mobile phone market in Australia. Results based on qualitative and quantitative research of 1600 mobile phone customers showed that push factors such as satisfaction, value influence the propensity to stay but that any link between the propensity to stay and switching intentions is partially moderated by inertia. Situational factors such as experiencing bill shock or having an unresolved service problem may also trigger switching. Implications for research and managers are that the switching process is complex and dynamic and may involve situational factors, best uncovered in qualitative research.
AB - This paper presents empirical evidence of a push-pull model of brand switching in the mobile phone market in Australia. Results based on qualitative and quantitative research of 1600 mobile phone customers showed that push factors such as satisfaction, value influence the propensity to stay but that any link between the propensity to stay and switching intentions is partially moderated by inertia. Situational factors such as experiencing bill shock or having an unresolved service problem may also trigger switching. Implications for research and managers are that the switching process is complex and dynamic and may involve situational factors, best uncovered in qualitative research.