Push-pull factors in switching mobile service providers

This paper presents empirical evidence of a push-pull model of brand switching in the mobile phone market in Australia. Results based on qualitative and quantitative research of 1600 mobile phone customers showed that push factors such as satisfaction, value influence the propensity to stay but that any link between the propensity to stay and switching intentions is partially moderated by inertia. Situational factors such as experiencing bill shock or having an unresolved service problem may also trigger switching. Implications for research and managers are that the switching process is complex and dynamic and may involve situational factors, best uncovered in qualitative research.

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