Reducing temptation to switch mobile data service providers over time

2018 ◽  
Vol 118 (8) ◽  
pp. 1597-1628 ◽  
Author(s):  
Stephanie Hui-Wen Chuah ◽  
Philipp A. Rauschnabel ◽  
Ming-Lang Tseng ◽  
T. Ramayah
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Customer Value ◽  
Data Service ◽  
Mobile Data ◽  
Content Type ◽  
Relationship Length ◽  
Switching Barriers ◽  
Mobile Data Service ◽  
Alternative Attractiveness

Purpose The purpose of this paper is to propose a dedication-constraint-temptation (DCT) model to study the factors influencing customers’ loyalty to mobile data service (MDS) providers. The DCT model explicitly explores the important yet overlooked role of alternative attractiveness (the temptation-based mechanism) as a mediator and the boundary condition of their interrelationships (e.g. relationship length). The model also integrates new and established antecedents of customer-based brand equity (C-BBE) (the dedication-based mechanism) and switching barriers (the constraint-based mechanism). Design/methodology/approach The proposed model is tested using partial least squares–structural equation modeling with a sample of 331 MDS users. Findings The results indicate that C-BBE has an indirect effect on customer loyalty (via alternative attractiveness) in both relationship groups (shorter- vs longer-term). However, the indirect effect of switching barriers on customer loyalty only exists in longer established relationships. The results from multi-group analysis reveal that the effect of switching barriers on alternative attractiveness significantly differs across groups. In addition, customer value anticipation and procedural switching costs appear to be the most salient antecedents of C-BBE and switching barriers for both groups. Originality/value This study makes an incremental contribution by incorporating the temptation-based mechanism as a mediator and relationship length as a moderator into the dedication-constraint model. This study also extends the information systems and brand management literatures by demonstrating the strategic importance of customer value anticipation in the information and communication technology brand equity-building.

Mobile devices for academic practices by students of college of sciences in selected Nigerian private universities

2015 ◽  
Vol 33 (4) ◽  
pp. 749-759 ◽  
Author(s):  
Joseph Kehinde Fasae ◽  
Idowu Adegbilero-Iwari
Keyword(s):  
Mobile Devices ◽  
Service Providers ◽  
Private Universities ◽  
Data Service ◽  
Science Students ◽  
Mobile Data ◽  
Content Type ◽  
Academic Practices ◽  
Mobile Data Service ◽  
Privately Owned

Purpose – This study aims to look at the use of mobile devices by science students with emphasis only on privately owned universities in Nigeria. Design/methodology/approach – A descriptive research design was used, as the study was a survey research. Eighty copies of structured questionnaire were distributed to collect data from science students in advanced levels of their undergraduate programmes in Afe Babalola University, Ado-Ekiti (ABUAD) and Joseph Ayo Babalola University (JABU) Ikeji-Arakeji, in their lecture halls and laboratories with the permission and assistance of their lecturers. The data were collected within a period of five weeks. All the administered questionnaire were correctly filled and returned, yielding a 100 per cent return rate. The data were analysed using descriptive statistics which includes frequency and percentage presented in tables and charts. Findings – The study found that science students in the selected private universities mostly (83.7 per cent) use smartphones than other mobile devices. Also, the students own mobile devices for the purpose of using educational applications (77.50 per cent) and to chat with people (72.50 per cent). The students use the Internet on their devices very often. The Internet facilities mostly used by the students are e-mails (71.25 per cent), social media (68.75 per cent) and search engines (60.50 per cent). The challenges mostly faced by the students using mobile devices for academic practices are poor Internet connectivity (81.25 per cent) and high cost of data subscription (53.75 per cent). Practical implications – Given the knowledge gained from this study, it is desired that universities across Nigeria would encourage the integration of the use of mobile devices into core educational programmes. Also, mobile data service providers need to reduce the cost of data subscription, especially on campuses for students. Moreover, owners of private universities should ensure the provision of good Internet connectivity for mobile devices campus-wide. Free and accessible Wi-Fi hot spots should be created for students. Social implications – Policy makers in the country should encourage mobile data service providers to reduce cost of data subscription on university campuses so as to enable students enjoy to the fullest the numerous features of mobile devices for academic practices. Originality/value – Research on the use of mobile devices for academic practices by students is somewhat new in Nigeria more so that privately owned universities are in focus. The study has therefore opened the floor for more in-depth studies on the subject now that mobile devices should be seen as tools rather than fanciful gadgets.

Why do satisfied customers defect? A closer look at the simultaneous effects of switching barriers and inducements on customer loyalty

2017 ◽  
Vol 27 (3) ◽  
pp. 616-641 ◽  
Author(s):  
Stephanie Hui-Wen Chuah ◽  
Philipp A. Rauschnabel ◽  
Malliga Marimuthu ◽  
Ramayah Thurasamy ◽  
Bang Nguyen
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Reference Group ◽  
Mobile Internet ◽  
Local Network ◽  
Equation Modeling ◽  
Holistic Model ◽  
Content Type ◽  
Marketing Innovation ◽  
Switching Barriers

Purpose The purpose of this paper is to go beyond satisfaction as an indicator of customer loyalty and propose a holistic model of service switching in a mobile internet setting. The model, which reflects both barriers and inducements of switching, is developed based on the “mooring” and “pull” concepts in the migration literature. Design/methodology/approach Focusing on Generation Y mobile internet subscribers, the study analyzed a total of 417 usable questionnaire responses. Partial least squares structural equation modeling was used to test the research model. Findings The results show that first, satisfaction and switching barriers (i.e. a focal firm’s marketing innovation initiatives, switching costs, inertia, and local network effects) are positively related to customer loyalty; second, switching barriers have a stronger influence on customer loyalty compared with satisfaction; third, switching inducements (i.e. competitors’ marketing innovation initiatives, alternative attractiveness, variety-seeking tendencies, and consumers’ susceptibility to social reference group influence) is negatively related to customer loyalty and the relationship is weaker when perceived switching barriers are high. Originality/value This study empirically validates multidimensional scales of switching barriers and inducements from a more nuanced perspective, and specifies them as reflective-formative type II models. This study is among the first to use opposing dimensions to measure switching barriers and its counterpart. Hence, it illustrates how the two contrasting mechanisms can coexist in the minds of mobile internet subscribers.

Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience

2018 ◽  
Vol 19 (6) ◽  
pp. 1478-1493 ◽  
Author(s):  
Obinna C. Ojiaku ◽  
Aihie Osarenkhoe
Keyword(s):  
Service Quality ◽  
Service Providers ◽  
Brand Image ◽  
Brand Choice ◽  
Past Experience ◽  
Mobile Service ◽  
Data Service ◽  
Mobile Data ◽  
Mobile Data Service ◽  
The Impact

The prevalence of mobile data services has intensified competition and structured the market for mobile telecommunication services, resulting in decreased revenue particularly from voices services and high churn rate. Mobile service providers therefore seek ways to increase revenue by attracting and retaining mobile data users. This study investigates the determinants of customers’ brand choice and continuance intentions with mobile service providers in the context of mobile data service. This study also captures the impact of past experience on behavioural outcomes. Data were collected from 304 customers of mobile data service firms and analysed using regression analyses. Results indicate that mobile service quality, pricing structure and promotion, but not brand image, affect brand choice, whereas continuance intentions are affected by the mobile service quality, brand image and price. Customers’ past experience relates significantly and negatively to brand choice but not continuance intention. The contribution and implication of the study are discussed.

Performance Measurement for New Mobile Data Services During Generation Upgrading Period: A Case of China's Telecom Industry

2021 ◽  
Author(s):  
Yu Du ◽  
Xiaohang Zhang ◽  
Zhengren Li ◽  
Yijun Guo
Keyword(s):  
Performance Measurement ◽  
Quantitative Model ◽  
Service Development ◽  
Data Service ◽  
Mobile Data ◽  
Mobile Data Services ◽  
Data Services ◽  
Reliability Indicators ◽  
Mobile Data Service ◽  
New Generation

Abstract For the global telecom operators, mobile data services have gradually taken the part of traditional voice services to become the main revenue growth point. However, during the upgrading period of new generation networks (Such as 5G), new mobile data services are still at the stage of exploration, the network capabilities and the application scenarios are unmatured. In this phase, it is incomplete and misleading to simply measure the performance of new services from one dimension, such as data traffic or revenue, and the measurement should be dynamically changed according to the development of the new services. Therefore, telecom operators want to improve the existing performance measurement from the aspect of integrity and dynamics. In this paper, we propose Mobile-data-service Development Index (MDDI), and build a quantitative model to dynamic measure the overall performance of mobile data services. To approach a fuller understanding, we creatively bring investment indicators and networks reliability indicators into performance indicators system, and discuss the relationships among subindices and the selection of outcome criteria in MDDI. In the part of empirical research, we use the model to analyze the dynamic characteristics of a new mobile data service in China, and summarize the development strategies of every stage. The findings can also give guidelines for new services of 5G and other new generation networks in the future.

Mobile data service fuels the desire for uniqueness

2006 ◽  
Vol 49 (9) ◽  
pp. 89-94 ◽  
Author(s):  
Se-Joon Hong ◽  
Kar Yan Tam ◽  
Jinwoo Kim
Keyword(s):  
Data Service ◽  
Mobile Data ◽  
Mobile Data Service

scholarly journals Outcome versus process value in service delivery

2016 ◽  
Vol 30 (6) ◽  
pp. 630-642 ◽  
Author(s):  
Ngoc Luu ◽  
Le Nguyen Hau ◽  
Liem Viet Ngo ◽  
Tania Bucic ◽  
Pham Hung Cuong
Keyword(s):  
Social Exchange ◽  
Customer Loyalty ◽  
Customer Value ◽  
Relative Importance ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Relationship Strength ◽  
Logistics Company ◽  
Specific Factors ◽  
Relationship Performance

Purpose This study is embedded in social exchange and transaction cost theories. The purpose of this paper is to compare the relative importance of process value and outcome value in building affective and cognitive relationship strength and to compare the relative effects of each type of relationship strength on attitudinal and behavioral loyalty. Design/methodology/approach This empirical study features a quantitative approach. The sample comprises 167 business-to-business (B2B) customers of a large transportation and logistics company in Vietnam. Findings Process value and outcome value have different effects on affective relationship strength. The effect of process value is greater than that of outcome value. In addition, cognitive strength has a stronger impact on both attitudinal and behavioral loyalty than affective strength. Research limitations/implications These insights extend extant literature regarding the process and outcome components of the service assessment. Further studies also should use a cross-industry, cross-country sample to examine the potential moderating effects of country- or industry-specific factors. These findings show B2B managers how to make appropriate resource allocation and investment decisions to enhance relationship strength and resulting customer loyalty. Originality/value To clarify the links among customer value, relationship strength and customer loyalty, this study examines the relative importance of rational and non-rational factors (i.e. process value vs outcome value and affective strength vs cognitive strength) for relationship performance. Unlike most prior research, this study is set in the B2B context of a developing country.

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