IDEAS home Printed from https://ideas.repec.org/a/eee/telpol/v35y2011i2p128-140.html
   My bibliography  Save this article

Pull-and-suck effects in Taiwan mobile phone subscribers switching intentions

Author

Listed:
  • Chuang, Yi-Fei

Abstract

This paper uses a binary logit model to investigate the factors that influence subscribers to stay or migrate based on the competitive nature of Taiwan's mobile phone industry and subscribers' habit formation regarding service providers. The results show that subscribers' satisfaction, switching costs, and habit strength negatively influence switching intentions, constituting a sucking effect that motivates subscribers to stay with their original providers. Alternative attractiveness, on the other hand, positively influences switching intentions, comprising a pulling effect that encourages subscribers to migrate to other providers. In spite of the promotional benefits offered by new service providers, Taiwanese mobile phone subscribers generally remain with their original providers. For instance, when subscribers perceive that there are no significant influences between service satisfaction and switching costs associated with different providers, what encourages subscribers to stay with their original providers is habit strength. Oftentimes, it is difficult for subscribers with strong habits to be attracted by promotions offered by alternative service providers. Because the concepts of suck-and-pull effects or habit-and-competition forces are infrequently studied, this paper explores these concepts and attempts to fill the void.

Suggested Citation

  • Chuang, Yi-Fei, 2011. "Pull-and-suck effects in Taiwan mobile phone subscribers switching intentions," Telecommunications Policy, Elsevier, vol. 35(2), pages 128-140, March.
  • Handle: RePEc:eee:telpol:v:35:y:2011:i:2:p:128-140
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0308596110001424
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Luis Miranda-Gumucio & Ignacio Gil-Pechuán & Daniel Palacios-Marqués, 2013. "An exploratory study of the determinants of switching and loyalty in prepaid cell phone users. An application of concept mapping," Service Business, Springer;Pan-Pacific Business Association, vol. 7(4), pages 603-622, December.
    2. Steven D’Alessandro & Lester Johnson & David Gray & Leanne Carter, 2015. "Consumer satisfaction versus churn in the case of upgrades of 3G to 4G cell networks," Marketing Letters, Springer, vol. 26(4), pages 489-500, December.
    3. Kim, Moon-Koo & Park, Myeong-Cheol & Lee, Duk Hee & Park, Jong-Hyun, 2017. "Determinants of the subscription to bundled services and their effect on customer retention in the Korean communications sector," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168501, International Telecommunications Society (ITS).
    4. Jentzsch, Nicola, 2012. "Implications of mandatory registration of mobile phone users in Africa," Telecommunications Policy, Elsevier, vol. 36(8), pages 608-620.
    5. Kang, Jin-Su & Downing, Stephen, 2015. "Keystone effect on entry into two-sided markets: An analysis of the market entry of WiMAX," Technological Forecasting and Social Change, Elsevier, vol. 94(C), pages 170-186.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:telpol:v:35:y:2011:i:2:p:128-140. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/30471/description#description .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.