A STUDY OF FACTOR AFFECTING CUSTOMER SWITCHING BEHAVIOR OF MOBILE TELECOMMUNICATION 3.5G SERVICES

Jungwoo Lee, Eok Baek, Sujung Sung

2008

Abstract

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.

Paper Citation

in Harvard Style

Lee J., Baek E. and Sung S. (2008). A STUDY OF FACTOR AFFECTING CUSTOMER SWITCHING BEHAVIOR OF MOBILE TELECOMMUNICATION 3.5G SERVICES . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2008) ISBN 978-989-8111-58-6, pages 241-246. DOI: 10.5220/0001909502410246

in Bibtex Style

@conference{ice-b08,
author={Jungwoo Lee and Eok Baek and Sujung Sung},
title={A STUDY OF FACTOR AFFECTING CUSTOMER SWITCHING BEHAVIOR OF MOBILE TELECOMMUNICATION 3.5G SERVICES},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2008)},
year={2008},
pages={241-246},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001909502410246},
isbn={978-989-8111-58-6},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2008)
TI - A STUDY OF FACTOR AFFECTING CUSTOMER SWITCHING BEHAVIOR OF MOBILE TELECOMMUNICATION 3.5G SERVICES
SN - 978-989-8111-58-6
AU - Lee J.
AU - Baek E.
AU - Sung S.
PY - 2008
SP - 241
EP - 246
DO - 10.5220/0001909502410246