Nick Grigoriou

Over the past decade, demand for mobile telecommunication services has grown exponentially. Growing demand for mobile services and proliferation of service offerings has resulted in switching behavior among mobile telephony consumers. Customer switching behavior damages market share, brand equity, and profitability of mobile telephony firms yet has remained virtually un-explored in the marketing literature. Customer switching refers to migration of users from one provider to another. In most service contexts, customer switching is associated with negative consequences such as declining market share and poor profitability Given the relatively high cost ofRead More