This qualitative study of both switchers and nonswitchers in the telecommunication service provider industry affords new insights into consumers’ switching behaviors and the role of inertia in the context of the telecommunications industry, and why people may avoid switching even when their circumstances allow them this option. What also emerges from this research is not only the effect of consumer perceptions of particular transactions, but also that the perception of the overall market conditions in terms of fairness and trust of all providers is an important basis for the consideration of switching.

Item Type:	Refereed Article
Keywords:	anger, anchoring, continuance commitment telecommunications, focus groups, inertia, repulsion attraction, services, switching behavior, service providers, trust
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Consumer-oriented product or service development
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:	138325
Year Published:	2016
Deposited By:	Marketing
Deposited On:	2020-04-01
Last Modified:	2020-05-22
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