Analysis of Consumers' Intention Values in the Choice of a Mobile Service Provider

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Author(s)
Thaichon, Paramaporn
Sharma, Kartikay
Raina, Komal
Kapoor, Satyam
Griffith University Author(s)
Year published
2016
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Show full item recordAbstract
This research aimed to explore the determinants of consumer intentions to purchase
and switch in the mobile telecommunication industry in Australia. It adopted a
qualitative, inductive approach to data collection using a sample of 21 Australian
mobile service customers, identifying various determinants of overall service quality
and values that play an important role in choosing a service provider. Based on the
interview results, it was inferred that certain factors, including network coverage,
price value, and voice and non-voice services, affect consumers’ motivations to buy
from or switch mobile service providers. Conversely, ...
View more >This research aimed to explore the determinants of consumer intentions to purchase and switch in the mobile telecommunication industry in Australia. It adopted a qualitative, inductive approach to data collection using a sample of 21 Australian mobile service customers, identifying various determinants of overall service quality and values that play an important role in choosing a service provider. Based on the interview results, it was inferred that certain factors, including network coverage, price value, and voice and non-voice services, affect consumers’ motivations to buy from or switch mobile service providers. Conversely, in-store service, information quality and website information support, and corporate social responsibility do not play a major role in consumers’ decision. The findings enable the providers to make strategic decisions on service investment.
View less >
View more >This research aimed to explore the determinants of consumer intentions to purchase and switch in the mobile telecommunication industry in Australia. It adopted a qualitative, inductive approach to data collection using a sample of 21 Australian mobile service customers, identifying various determinants of overall service quality and values that play an important role in choosing a service provider. Based on the interview results, it was inferred that certain factors, including network coverage, price value, and voice and non-voice services, affect consumers’ motivations to buy from or switch mobile service providers. Conversely, in-store service, information quality and website information support, and corporate social responsibility do not play a major role in consumers’ decision. The findings enable the providers to make strategic decisions on service investment.
View less >
Journal Title
Asian Journal of Business Research
Volume
6
Issue
1
Copyright Statement
© 2016 Asia Business Research Corporation Limited. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Marketing Management (incl. Strategy and Customer Relations)
Accounting, Auditing and Accountability
Business and Management