An evaluation of customer repurchase behaviour in mobile telecommunication services in Australia

Abstract

This study identifies and explores key determinants of the customer repurchase behaviour of mobile telecommunication service users in Australia. Customer repurchase behaviour is the most representative form of the consumer-to-business relationship. Telecommunication Industry Ombudsman (TIO) reports, show that there are service quality issues in Australia which can affect end customers and businesses. Moreover, factors such as behavioural intention which lead to customer intention to repurchase the service are measured through the Unified Theory of Acceptance and Use of Technology (UTAUT2), Marketing Mix Theory and Expectation Confirmation Theory. The research findings will highlight several implications for both research and practice in mobile service buying behaviour. In the quantitative phase, the structured online survey was conducted for data analysis. The research framework provides an extension to the UTAUT 2 model and also provides a framework for customer repurchase behaviour in mobile service business.