Brand Switching Behaviour Of Consumers In Telecom Industry

4212 words - 17 pages

1 | P a g e
State of the Mobile Nation
Switching Attitudes and Behaviours of Mobile Phone Service Providers in Australia
Final Report
Dr David Gray
Dr Steven D’Alessandro
Dr Leanne Carter
Macquarie University
Department of Marketing and Management.
March, 20122 | P a g e
Table of Contents
Executive Summary...........................................................................................6
(i) Introduction ..........................................................................................6
(ii) Objectives of the research ....................................................................6
(iii) Methodology ...view middle of the document...

.....................................................11
2.2 Desk research .....................................................................................11
2.3 Exploratory focus groups ...................................................................12
The sample..........................................................................................13
2.4 The online survey...............................................................................17
3 Literature Review ......................................................................................19
3.1 Economic contribution of the mobile services market.......................19
3.2 Customer switching............................................................................19
3.3 Customer switching – A new approach required ...............................20
3.4 Switching attitudes – push factors......................................................21
3.4.1 The expectations-disconfirmation gap (ED) ......................22
3.4.2 The utility maximisation gap (UM)......................................22
3.4.3 Situational factors gap (SS)................................................22
3.5 Behavioural intentions (BI)................................................................22
3.5.1 Favourable behavioural intentions (FBI)............................23
3.5.2 Unfavourable behavioural intentions (UBI)........................23 3 | P a g e
3.6 Moderating factors .............................................................................23
3.6.1 Switching costs (SC)...........................................................23
3.6.2 Customer inertia (CI)...........................................................24
3.7 Pull factors..........................................................................................25
4 Market Performance Indicators .................................................................26
4.1 The mobile phone Market Performance Indicator (MPI)...................26
4.2 The Mobile Phone Market Performance Indicator (MPI)..................26
5 Key Findings – Consumer switching - focus groups.................................28
5.1 Introduction ........................................................................................28
5.2 Switching Findings- The Push Factors ..................................................30
5.2.1 Expectation disconfirmation ......................................................30
5.2.2 Utility maximisation ....................................................................31
5.2.3 Stochastic and situational factors..............................................32
5.2.4 Switching attitudes (the push factors) in summary ..................34
5.3 Switching finding: The behaviours - The pull factors ..........................34
5.3.1 Loyalty/reputation/image ...........................................................34
5.3.2 Product...

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