Push-pull factors in switching mobile service providers

Steven D'Alessandro; David Gray; Leanne Carter

Push-pull factors in switching mobile service providers

Steven D'Alessandro
, David Gray
, Leanne Carter

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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
Place of Publication	Adelaide
Publisher	ANZMAC2012 Conference
Pages	1-8
Number of pages	8
Publication status	Published - 2012
Event	Australian and New Zealand Marketing Academy Conference (2012) - Adelaide Duration: 3 Dec 2012 → 5 Dec 2012

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2012)
City	Adelaide
Period	3/12/12 → 5/12/12

Access to Document

http://anzmac.info/conference/2012/papers/174ANZMACFINAL.pdf

Cite this

@inproceedings{6eb3db04fdfd43548d6fb0df3b06dde3,

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",

note = "Australian and New Zealand Marketing Academy Conference (2012) ; Conference date: 03-12-2012 Through 05-12-2012",

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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.

M3 - Conference proceeding contribution

SP - 1

EP - 8

BT - ANZMAC 2012

PB - ANZMAC2012 Conference

CY - Adelaide

T2 - Australian and New Zealand Marketing Academy Conference (2012)

Y2 - 3 December 2012 through 5 December 2012

ER -

Push-pull factors in switching mobile service providers

Abstract

Conference

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Cite this