Do Reductions in Switching Barriers in The US Mobile Service Industry Affect Contract and No-Contract Customers Differently

Q3 Business, Management and Accounting
Goitom Tesfom, N. Birch, Jeffrey N. Culver
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引用次数: 0

Abstract

In the past four years, the US mobile phone service industry has implemented changes related to product offerings and competition strategies. Mobile phone service providers have shifted from contract to no-contract plans, separated devices from service costs and begun challenging switching barriers by offering to refund the financial costs of potential switchers. This study examines customers' perceptions of contract and no-contract mobile phone service plans regarding the impact of switching barriers on their decisions to change providers. Consistent with previous research, the study finds that contract and no-contract mobile phone service customers differ significantly in their perceptions of relational benefits, switching costs and availability and attractiveness of alternatives. However, in contrast with previous research, the study observes no significant differences in the length of time they intend to wait before switching and their perceptions of providers' effort to recover a service. Implications of the findings for theory and practice conclude.
美国移动服务行业转换壁垒的降低对签约用户和无签约用户的影响不同吗
在过去的四年里,美国移动电话服务行业实施了与产品供应和竞争战略相关的变革。移动电话服务提供商已经从合同计划转变为无合同计划,将设备与服务成本分离,并开始通过提供退款来挑战转换障碍。这项研究考察了客户对合同和无合同手机服务计划的看法,即转换障碍对他们更换供应商的决定的影响。与之前的研究一致,该研究发现,有合同和无合同的手机服务客户对关系利益、转换成本以及替代品的可用性和吸引力的看法存在显著差异。然而,与之前的研究相比,该研究观察到,他们在转换之前打算等待的时间长度以及他们对提供商恢复服务的努力的看法没有显著差异。结论对理论和实践的启示。
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来源期刊
International Journal of Technology Marketing
International Journal of Technology Marketing Business, Management and Accounting-Marketing
CiteScore
1.70
自引率
0.00%
发文量
27
期刊介绍: IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.
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