Abstract:

This study investigates the determinants of customers’ brand choice and continuance intentions with mobile service providers in the context of Mobile Data Service (MDS). The impact of past experience on behavioral outcomes is studied as well. Data was collected from 304 customers of mobile data service firms and analyzed using regression analyses. Results indicate that mobile service quality, pricing structure and promotion, but not brand image affects brand choice whereas continuance intentions is affected by the mobile service quality, brand image and price. Customers’ past experience relates significantly and negatively with brand choice but not continuance intention. This is the first study to investigate the determinants of mobile data service provider selection and continuance intention.