Switching behavior of mobile users: do users' relational investments and demographics matter?

@article{Ranganathan2006SwitchingBO,
  title={Switching behavior of mobile users: do users' relational investments and demographics matter?},
  author={C. Ranganathan and DongBack Seo and Yair Babad},
  journal={European Journal of Information Systems},
  year={2006},
  volume={15},
  pages={269-276}
}
Mobile user switching has become a critical issue facing mobile service providers. This study examines the switching behavior of mobile users who are not under any contractual obligations to stay with a provider. Drawing upon the literature on relationship marketing and switching costs, we examine if the relational investments made by mobile users in a user-provider relationship and demographics influence their switching behavior. Based on data on over 30,590 mobile users, we examine our… CONTINUE READING
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