• Business
  • Published 2005

From Loyalty to Switching: Exploring the Determinants in the Transition

@inproceedings{Lee2005FromLT,
  title={From Loyalty to Switching: Exploring the Determinants in the Transition},
  author={Richard Lee and Jamie Murphy},
  year={2005}
}
This study investigates determinants that cause mobile phone customers to transit from being loyal to switching. By examining what keeps customers loyal, and then examining what provokes or entices the same customers to switch, the findings suggest that the transition from loyalty to switching may be due to changes in the underlying determinants as well as new determinants. The study concludes that mobile telecommunications is a commodity and offers several applied implications for mobile… CONTINUE READING

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