Three stages of consumers’ multi-stage dichotomic switching process: pre-switch, switch, and post-switch

• Main Authors: NYKANEN, Jussi, TUUNAINEN, Virpi K., TUUNANEN, Tuure, NAH, Fiona Fui-hoon
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: consumer; multi-stage; dichotomic; switching process; mobile phones; Databases and Information Systems; E-Commerce; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/sis_research/9682; https://ink.library.smu.edu.sg/context/sis_research/article/10682/viewcontent/Consumers_Multi_StageDichotomicSwitching_pvoa.pdf
• Institution: Singapore Management University

This research examines why and how consumers switch their mobile phones. We propose a framework that is grounded on decision-making and motivational theories and draws on the findings from a multinational qualitative survey on consumers’ mobile phone switching process. We show that consumers’ pre-sw...