Title :
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
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;
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
DOI :
10.1109/ICSSSM.2007.4280304
