This paper studies switching behaviour in smart phone messaging services. This study aims to add knowledge about the factors affecting switching behaviour in smart phone messaging services. The empirical study is qualitative, and the data was collected with interviews using the laddering method. This study was carried out to find out the reasons behind customer decisions when choosing between smart phone messaging services. Using the Push-Pull Mooring framework, the findings of this study indicate that the switching decision regarding smart phone messaging service is influenced by three factors: the context of the message, the content of the message, and the features of the service.
|Title of host publication||Proceedings of the 54th Annual Hawaii International Conference on System Sciences, HICSS 2021|
|Editors||Tung X. Bui|
|Number of pages||10|
|Publication status||Published - 2021|
|Name||Proceedings of the Annual Hawaii International Conference on System Sciences|