The “I Love To Hate Them” Relationship with Cell Phone Service Providers: The Role of Customer Inertia and Anger

ABSTRACT This qualitative study of both switchers and nonswitchers in the telecommunication service provider industry affords new insights into consumers’ switching behaviors and the role of inertia in the context of the telecommunications industry, and why people may avoid switching even when their circumstances allow them this option. What also emerges from this research is not only the effect of consumer perceptions of particular transactions, but also that the perception of the overall market conditions in terms of fairness and trust of all providers is an important basis for the consideration of switching.

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