Switching Behaviour in Smart Phone Messaging Services – It’s a Question of Context, Content, and Features of the Service

Brad McKenna, Petri Mäkinen, Tuure Tuunanen

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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.
Original languageEnglish
Title of host publicationProceedings of the 54th Hawaii International Conference on System Sciences
Publication statusPublished - 2021

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