Analysis of Consumers’ Intention Values in the Choice of a Mobile Service Provider

Abstract

This research aimed to explore the determinants of consumer intentions to purchase and switch in the mobile telecommunication industry in Australia. It adopted a qualitative, inductive approach to data collection using a sample of 21 Australian mobile service customers, identifying various determinants of overall service quality and values that play an important role in choosing a service provider. Based on the interview results, it was inferred that certain factors, including network coverage, price value, and voice and non-voice services, affect consumers' motivations to buy from or switch mobile service providers. Conversely, in-store service, information quality and website information support, and corporate social responsibility do not play a major role in consumers' decision. The findings enable the providers to make strategic decisions on service investment.