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Consumer satisfaction versus churn in the case of upgrades of 3G to 4G cell networks


D'Alessandro, S and Johnson, L and Gray, D and Carter, L, Consumer satisfaction versus churn in the case of upgrades of 3G to 4G cell networks, Marketing Letters: A Journal of Research in Marketing, 26 pp. 489-500. ISSN 0923-0645 (2015) [Refereed Article]

Copyright Statement

Copyright 2014 Springer Science+Business Media New York

DOI: doi:10.1007/s11002-014-9284-3


The current use of 3G technologies has created significant demands for capacity, such as cell TV, and this needs to be balanced with the capital constraints of many firms. Providers face price pressures on margins and the need to update cell networks to 4G in the post-GFC era where capital is scarce. Understanding consumer behavior in this area by use of simulations may be a time- and cost-efficient method, but how accurate is it? This study demonstrates that the use of a simple, agent-based model can lead to accurate initial prediction of parameters of satisfaction with a cell phone provider, and provides a basis of understanding factors of cell phone subscriber choice in the context of the introduction of new technology.

Item Details

Item Type:Refereed Article
Keywords:simulations, netlogo, mobile phone networks, 3G versus 4G choice, provider choice models, triangulation of models
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:138329
Year Published:2015
Web of Science® Times Cited:5
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-08-12

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