The Attractiveness of Personalized Services for Mobile Users and Its Effect on the Service Providers Switching Behavior of the Customers

Subject Areas : Jounal of Marketing Management

A. H. Neisi ¹ , M. Ghanavati ²

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Received: 2013-09-01 Accepted : 2013-09-01 Published : 2011-04-21

Keywords: Mobile Commerce, personalization, Privacy, Mobile Service Providers and C,

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 studied ¾ 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.