TY - GEN
T1 - A study of factor affecting customer switching behavior of mobile telecommunication 3.5G services
AU - Jungwoo, Lee
AU - Baek, Eok
AU - Sujung, Sung
PY - 2008
Y1 - 2008
N2 - Recently, Mobile Telecommunication businesses contend with each other to expand their customer base by using an aggressive marketing strategy. In order to determine if this strategy is effective, customer's and their switching behavior needs to be studied. This study identifies and analyzes direct, indirect factors affecting customer switching behavior such as attractiveness of alternatives, network externality, switching cost. The research results show that attractiveness of alternatives, network externalities have a direct impact on customer switching behavior. These factors also have a moderated effect on customer switching behavior but the switching cost does not influence customers directly.
AB - Recently, Mobile Telecommunication businesses contend with each other to expand their customer base by using an aggressive marketing strategy. In order to determine if this strategy is effective, customer's and their switching behavior needs to be studied. This study identifies and analyzes direct, indirect factors affecting customer switching behavior such as attractiveness of alternatives, network externality, switching cost. The research results show that attractiveness of alternatives, network externalities have a direct impact on customer switching behavior. These factors also have a moderated effect on customer switching behavior but the switching cost does not influence customers directly.
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M3 - Conference contribution
AN - SCOPUS:58049148045
SN - 9789898111586
T3 - ICE-B 2008 - Proceedings of the International Conference on e-Business
SP - 241
EP - 246
BT - ICE-B 2008 - Proceedings of the International Conference on e-Business
T2 - International Conference on e-Business, ICE-B 2008
Y2 - 26 July 2008 through 29 July 2008
ER -