ICOPED Hosts a Seminar on Continuance and Switching Intentions of Mobile Service Subscribers

The Institute of Cooperatives and Bio-enterprise Development (ICOPED) hosted the CEM Seminar Series last 27 April 2018, 10 AM held at the ICOPED Auditorium, CEM, UPLB. Mr. Paul Kenneth B. Maghirang gave a lecture on “Continuance and Switching Intentions of Mobile Services Subscribers: A case in Korea.” The discussion focused on his study about the determinants of continuance and switching behaviors of foreign subscribers in mobile services, specifically Asian, who are residing in South Korea.

Qualitative data were utilized in the study to determine significant factors that directly affect the continuance and switching behaviors of foreign subscribers. Different models were considered such as post-acceptance model, service quality, dedication-based and constraint-based mechanisms, and value-based adoption model. Results have both theoretical and practical implications that can be very useful for the mobile service providers. The study showed that service quality, satisfaction, perceived switching value, and perceived switching costs affect continuance intention. On the other hand, switching intention can be affected by satisfaction and perceived switching value.

This seminar was attended by around 60 participants that include students, researchers, and faculty. SSPasia and IMPabuayon

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