THE ATTRACTIVENESS OF PERSONALIZED SERVICES FOR MOBILE USERS AND ITS EFFECT ON THE SERVICE PROVIDERS SWITCHING BEHAVIOR OF THE CUSTOMERS

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NEISI A.H.; GHANAVATI M.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2011 | Volume:6 | Issue:10 Page(s): 145-166

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Title

THE ATTRACTIVENESS OF PERSONALIZED SERVICES FOR MOBILE USERS AND ITS EFFECT ON THE SERVICE PROVIDERS SWITCHING BEHAVIOR OF THE CUSTOMERS

Author(s)

NEISI A.H. | GHANAVATI M. | Issue Writer Certificate

Keywords

MOBILE COMMERCEQ2

PERSONALIZATIONQ1

PRIVACYQ2

MOBILE SERVICE PROVIDERS AND CUSTOMERS SWITCHING BEHAVIORQ2

Abstract

The present study aimed at studying the attractiveness and the users of Mobile Service Providers Switching behavior through emphasizing on the HO and Kwok (2003) models. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers’ intention to switch to a new service provider with personalized services. Five main constructs have been studied¾ the amount and the perceived usefulness of general advertisements, suited with user needs and desire, the perceived usefulness and PRIVACY issues about personalized advertisements.This empirical study indicates that all five constructs are significant in affecting the decision by subscribers to change to a new mobile service provider.

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APA: Copy

NEISI, A.H., & GHANAVATI, M.. (2011). THE ATTRACTIVENESS OF PERSONALIZED SERVICES FOR MOBILE USERS AND ITS EFFECT ON THE SERVICE PROVIDERS SWITCHING BEHAVIOR OF THE CUSTOMERS. JOURNAL OF MARKETING MANAGEMENT, 6(10), 145-166. SID. https://sid.ir/paper/219007/en

Vancouver: Copy

NEISI A.H., GHANAVATI M.. THE ATTRACTIVENESS OF PERSONALIZED SERVICES FOR MOBILE USERS AND ITS EFFECT ON THE SERVICE PROVIDERS SWITCHING BEHAVIOR OF THE CUSTOMERS. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2011;6(10):145-166. Available from: https://sid.ir/paper/219007/en

IEEE: Copy

A.H. NEISI, and M. GHANAVATI, “THE ATTRACTIVENESS OF PERSONALIZED SERVICES FOR MOBILE USERS AND ITS EFFECT ON THE SERVICE PROVIDERS SWITCHING BEHAVIOR OF THE CUSTOMERS,” JOURNAL OF MARKETING MANAGEMENT, vol. 6, no. 10, pp. 145–166, 2011, [Online]. Available: https://sid.ir/paper/219007/en

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