As the 21st century world would be a cellular age going by the phenomenal increase in cell phones\r\nworldwide, the Southeast Asia''s market is experiencing a tremendous growth of mobile\r\npenetrations in the context of a region for developing countries with large population\r\nconcentration. The mobile revolution has triumphed in Southeast Asia and become the key hub of\r\nthe world�s mobile & telecom market in terms of penetration and innovation, and promoted the\r\nbest of mobile-based implementations in the region Asia. Therefore, as the competition becomes\r\nmore intensified, it is important to any companies to anticipate any changes in its customers�\r\npreferences, especially all variables related to the customer dissatisfaction and varieties seeking\r\nthat are much revealed in prior studies. This study has two objectives; firstly, it aims to examine the\r\neffect of consumer dissatisfaction, variety seeking, and sales promotions simultaneously on brand\r\nswitching. Secondly, it will explore a further relationship, which is rarely investigated in prior\r\nstudies, between consumer dissatisfaction and brand switching, which is moderated by the variety\r\nseeking. By using 240 respondents in the 2010-GSM prepaid cards'' market situation, we used\r\nlogistic regression to analyze the data. The results reveal that consumer dissatisfaction and sales\r\npromotion are significantly positive related to brand switching. The variety seeking moderates the\r\neffect of consumer dissatisfaction on brand switching, and as the moderating variable, the variety\r\nseeking has weakened the effect of consumer dissatisfaction on brand switching.
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