Openly accessible

Consumer loyalty versus propensity to switch between providers in mature IT markets (the case of mobile phone market)

Kazakevitch, Gennadi, Torlina, Luba and Hendricks, Sharon 2005, Consumer loyalty versus propensity to switch between providers in mature IT markets (the case of mobile phone market), in Proceedings of the Ninth Pacific Asia Conference on Information Systems, University of Hong Kong, Hong Kong, pp. 838-851.

Attached Files
Name Description MIMEType Size Downloads
torlina-consumerloyalty-2005.pdf Published version application/pdf 321.46KB 91

Title Consumer loyalty versus propensity to switch between providers in mature IT markets (the case of mobile phone market)
Author(s) Kazakevitch, Gennadi
Torlina, Luba
Hendricks, Sharon
Conference name Pacific Asia Conference on Information Systems (9th : 2005 : Bangkok, Thailand)
Conference location Bangkok, Thailand
Conference dates 7-10 July 2005
Title of proceedings Proceedings of the Ninth Pacific Asia Conference on Information Systems
Editor(s) [Unknown]
Publication date 2005
Conference series Pacific Asia Conference on Information Systems
Start page 838
End page 851
Publisher University of Hong Kong
Place of publication Hong Kong
Keyword(s) consumer choice
mature markets
high technology product
quality
switching costs
network effect
Summary The example of the youth mobile phone market is used for pilot empirical testing of a model of consumers’ decision making, based on common features of consumer behaviour in mature markets of information and high technology products. Firstly, we discuss the key properties of mature high technology markets which affect market behaviour and strategies. These properties include: established customer and provider bases; the elements of both oligopolistic and monopolistic competition; very short product life cycle; considerable product differentiation; and using product quality, versioning and price discrimination as planning and marketing tools. Secondly, a model of consumers’ decision making in such markets is suggested on the assumption that a choice is to be made between the following options: to continue using the existing version of the product, to upgrade it with the current provider or to switch to another provider. Product price, quality characteristics, switching costs and network effects are demonstrated to be the variables affecting consumers’ decisions and therefore, these variables should be considered by competing providers when they choose production and marketing strategies. In conclusion, the results of the empirical study are discussed in the context of their possible application to other information and high technology markets.
ISBN 9889855437
9789889855437
Language eng
Field of Research 150307 Innovation and Technology Management
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, PACIS
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009706

Document type: Conference Paper
Collections: School of Information and Business Analytics
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 582 Abstract Views, 91 File Downloads  -  Detailed Statistics
Created: Tue, 14 Oct 2008, 07:01:19 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.