The Impact of Network Effect on the Customer Switching Intention: in Mobile Telecommunication

Author

Cheng, Pengfei ; Liu, Xinmei

Author_Institution

Xi´´an Jiaotong Univ., Xi´´an

fYear

2007

fDate

9-11 June 2007

Firstpage

1

Lastpage

5

Abstract

Exploring the antecedents of the customers´ behavior is an interesting and important field of marketing theory. Satisfaction and alternative attractiveness are crucial antecedents of customer´s switching behavior. In mobile telecommunication industry, a new antecedent - network effect is introduced to explain the customers´ switching behavior. Through the survey of 368 mobile users of Xi´an city, a structural equation model was performed to check the model. The result shows that the network effect is negatively associated with switching intention.

Keywords

consumer behaviour; mobile communication; customer switching behavior; customer switching intention; marketing theory; mobile telecommunication; network effect; structural equation model; Cities and towns; Communication industry; Consumer behavior; Costs; Equations; Marketing management; Pricing; Telecommunication network management; Telecommunication switching; Testing; Network effect; alternative attractiveness; satisfaction; switching intention;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Systems and Service Management, 2007 International Conference on

Conference_Location

Chengdu

Print_ISBN

1-4244-0885-7

Electronic_ISBN

1-4244-0885-7

Type

conf

DOI

10.1109/ICSSSM.2007.4280304

Filename

4280304