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Understanding Consumer Recommendation Behavior in a Mobile Phone Service Context

Dimension Value
  • Type of the Research Result
  • Empirical Study
    • Survey Results
  • Current Status of Development
  • Development Completed
    • Without Economical Utilization
  • Number of Cases
  • Not Specified
  • Functional Area
  • Core Processes
    • Core Processes Second Level
      • Distribution of Product-Service-Systems
  • Supporting Processes
    • Other Supporting Processes
    • Company Size
    • Not Specified
    • Lifecycle Phase
    • Not Specified
    • Types of Customers of Value Bundles
    • Not Specified
    • Industry Sector
    • Transport and Telecommunication
    • Standardization
    • Not Specified

    Mobile service usage has become an important research topic in the field of MIS. In the past decade, research results have important implications for marketing managers with regard to the development of mobile services or advertising content employed to increase a consumer’s intentions to use. In this paper, authors consider that a customer is not only a service user, but also the partner of a firm. Therefore, they focus on two determinants of customer recommendation behavior, namely, overall satisfaction and flow experience. They also propose a number of hypotheses related to the constructs of overall satisfaction, and test them using data provided by 3G mobile service subscribers.

    This research result was described by Sanja Tumbas (2. May 2011 - 8:48)
    This research result was last edited by Sanja Tumbas (18. December 2011 - 17:37)

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