Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience (Record no. 51040)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01827nam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190131125610.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190131b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ojiaku, Obinna C. |
| 9 (RLIN) | 33127 |
| 245 ## - TITLE STATEMENT | |
| Title | Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1478–1493 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Mobile data |
| Uncontrolled term | continuance intention |
| Uncontrolled term | service quality |
| Uncontrolled term | technology adoption |
| Uncontrolled term | brand choice |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Osarenkhoe, Aihie |
| 9 (RLIN) | 33128 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29349 |
| Host Itemnumber | 73686 |
| Main entry heading | BANIK, ARINDAM |
| Place, publisher, and date of publication | NEW DELHI SAGE PUBLISHING PVT. LTD. |
| Other item identifier | 5559802 |
| Title | GLOBAL BUSINESS REVIEW |
| International Standard Serial Number | 0972-1509 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 31/01/2019 | Vol 19, No 6/ 5559802JA6 | 5559802JA6 | 31/01/2019 | 31/01/2019 |