The Impact of Network Effect on the Customer Switching Intention: in Mobile Telecommunication

Abstract

Exploring the antecedents of the customers' behavior is an interesting and important field of marketing theory. Satisfaction and alternative attractiveness are crucial antecedents of customer's switching behavior. In mobile telecommunication industry, a new antecedent - network effect is introduced to explain the customers' switching behavior. Through the survey of 368 mobile users of Xi'an city, a structural equation model was performed to check the model. The result shows that the network effect is negatively associated with switching intention.