Push-pull factors in switching mobile service providers

Research output: Book chapter/Published conference paperConference paper

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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 languageEnglish
Title of host publicationANZMAC 2012
Subtitle of host publicationSharing the cup of knowledge
Place of PublicationAdelaide
PublisherANZMAC
Pages1-8
Number of pages8
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2012 - Hilton Hotel, Adelaide, Australia
Duration: 03 Dec 201205 Dec 2012
http://pandora.nla.gov.au/pan/25410/20140311-1105/anzmac.info/conference/anzmac-2012-proceedings/index.html (ANZMAC 2012 Proceedings)

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleSharing the Cup of Knowledge
CountryAustralia
CityAdelaide
Period03/12/1205/12/12
Internet address

Fingerprint

Mobile services
Factors
Service provider
Pull
Situational factors
Mobile phone
Propensity
Qualitative research
Inertia
Brand switching
Empirical evidence
Quantitative research
Trigger
Managers

Cite this

D'Alessandro, S., Gray, D., & Carter, L. (2012). Push-pull factors in switching mobile service providers. In ANZMAC 2012: Sharing the cup of knowledge (pp. 1-8). Adelaide: ANZMAC.
D'Alessandro, Steven ; Gray, David ; Carter, Leanne. / Push-pull factors in switching mobile service providers. ANZMAC 2012: Sharing the cup of knowledge. Adelaide : ANZMAC, 2012. pp. 1-8
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D'Alessandro, S, Gray, D & Carter, L 2012, Push-pull factors in switching mobile service providers. in ANZMAC 2012: Sharing the cup of knowledge. ANZMAC, Adelaide, pp. 1-8, Australian and New Zealand Marketing Academy Conference, Adelaide, Australia, 03/12/12.

Push-pull factors in switching mobile service providers. / D'Alessandro, Steven; Gray, David; Carter, Leanne.

ANZMAC 2012: Sharing the cup of knowledge. Adelaide : ANZMAC, 2012. p. 1-8.

Research output: Book chapter/Published conference paperConference paper

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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.

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D'Alessandro S, Gray D, Carter L. Push-pull factors in switching mobile service providers. In ANZMAC 2012: Sharing the cup of knowledge. Adelaide: ANZMAC. 2012. p. 1-8