000			01827nam a2200217 4500
999			_c51040 _d51040
003			OSt
005			20190131125610.0
008			190131b ||||| |||| 00| 0 eng d
100			_aOjiaku, Obinna C. _933127
245			_aDeterminants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience
300			_a1478–1493
520			_aThe 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			_aMobile data
653			_acontinuance intention
653			_aservice quality
653			_atechnology adoption
653			_abrand choice
700			_aOsarenkhoe, Aihie _933128
773	0		_029349 _973686 _aBANIK, ARINDAM _dNEW DELHI SAGE PUBLISHING PVT. LTD. _o5559802 _tGLOBAL BUSINESS REVIEW _x0972-1509
942			_2ddc _cJA-ARTICLE