Factors affecting mobile users' switching intentions: a comparative study between the brazilian and german markets

Martins, Rodrigo Ciaravolo; Hor-Meyll, Luis Fernando; Ferreira, Jorge Brantes

doi:10.1590/s1807-76922013000300002

Cited by 27 publications

(32 citation statements)

References 46 publications

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“…The managerial implications of this study center on the notion of understanding consumers' brand switching intentions and behaviors (see, for instance Martins, Hor-Meyll, and Ferreira, 2013). Understanding consumers' brand switching intentions and behaviors, whilst relevant in light of the findings of the present study, has adjunct practical implications for marketing managers and non-marketing managers.…”

Section: Discussionmentioning

confidence: 82%

Drivers of Brand Switching Behavior in Mobile Telecommunications

Grigoriou¹,

Majumdar²,

Lie³

2018

AJMMC

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Brand switching refers to migration of users from one brand to another. Switching is associated with negative consequences such as declining market share and poor profitability. As such, mobile telecommunications user switching has become a critical issue facing mobile service providers. Drawn from an online self-completion survey of mobile telecommunications users (N = 24,141) across four countries, this study examines previously unexplored antecedent factors determining brand switching behavior of mobile telecommunications users, and the relative importance of those factors. The research identifies the overall dimensions of switching behavior and then validates a theoretical model. The regression model suggests weak coefficient of determination (R2) between the dependent and independent variables. The study bridges the theoretical and practical knowledge gap in the literature by examining factors influencing consumers' switching behavior. Two economically developed and two emerging economies were selected in this study to examine potential differences in consumers' behavior towards mobile telecommunications services in both emerging and developed markets, and help us understand the potential reasons for these differences.

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Section: Discussionmentioning

confidence: 82%

Drivers of Brand Switching Behavior in Mobile Telecommunications

Grigoriou¹,

Majumdar²,

Lie³

2018

AJMMC

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“…Several researchers (Antó n et al, 2007;Martins et al, 2013;Srivastava and Sharma, 2013) indicate that image and satisfaction are antecedents of switching intentions through quality. According to Martins et al (2013), satisfaction has an inverse influence on switching intentions, suggesting that satisfied customers are less likely to switch than unhappy consumers after experiencing quality given by service providers. Han and Hyun (2013) indicate that image plays a key role in explaining switching intentions; quality components significantly mediate the influence of image factors on intention.…”

Section: Literature Reviewmentioning

confidence: 99%

A study of festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality

2016

Tourism and Hospitality Research

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There is a conceptual gap in the marketing literature, as to date there has been no published empirical research on festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality that have focused in the context of food festivals. This study seeks to fill this conceptual gap by identifying the dimensions of festival quality and empirically examining the interrelationships among festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. A multidimensional and hierarchical model is used as a framework to synthesize the effects of festival quality, festival affective impacts, festival image, and festival satisfaction on festival switching intentions. Statistical support is found for four primary dimensions and 13 subdimensions of festival quality for food festivals. The hypothesized paths between the higher order constructs-festival quality, festival affective impacts, festival image, festival satisfaction, and festival switching intentions-are confirmed. The results of this analysis contribute to the services marketing theory by providing additional insights into festival switching intentions, festival satisfaction, festival image, festival affective impacts, festival quality, and the dimensions of festival quality. The results of this study will also assist festival management in developing and implementing marketorientated service strategies to increase festival quality and festival affective impacts, enhance festival image and festival satisfaction, and decreasing attendees' switching intentions to other food festivals.

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“…The quality of reviews also counts, as these authors show: high quality reviews are more influential than low quality reviews. It is believed that low levels of switching intention would be an indicator of loyalty (Martins et al, 2013). …”

Section: Buying Intentionsmentioning

confidence: 99%