The Millennials as Stayers versus Switchers: The Context of Mobile Phone Services in Sri Lanka

Show simple item record

dc.contributor.author Karunaratna, A.C.
dc.date.accessioned 2020-12-31T09:05:02Z
dc.date.available 2020-12-31T09:05:02Z
dc.date.issued 2020-12
dc.identifier.issn 1800-4989
dc.identifier.issn 2719-2598
dc.identifier.uri http://220.247.247.85:8081/handle/123456789/36476
dc.description.abstract The study was conducted to evaluate the nature of the behavioral aspects of the Millennials in terms of loyal and switching behavior as reference to the mobile phone services subscription. The study was conducted in two stages. At the initial stage, a customer survey was conducted with a sample of 521 respondents to identify the nature of retention and switching behaviour of the Millennials in the context of mobile phone services. The comprehensive analysis of customer responses extended the study to the second stage which involved in focus group discussions to probe the perceptions towards the decision of remaining loyal or switching and identify the nature and characteristics of each type of customer. Accordingly, the triangulation research approach involving both qualitative and quantitative data collection methods was adopted to achieve the desired objectives of the study. The study is significant as it evaluates the nature of the behaviour of the Millennials in the context of remaining versus switching and presents a semantic profile of customers with four types of loyalty namely fanatic, satisfied, brand loyal and captive and four types of switchers namely convenience seeker, discontented customer, variety seeker and price-conscious customer with respect to the mobile phone services industry. en_US
dc.language.iso other en_US
dc.publisher Department of Marketing Management, University of Kelaniya, Sri Lanka en_US
dc.relation.ispartofseries Volume. 06;No. 02
dc.subject Loyal en_US
dc.subject Millennials en_US
dc.subject Retention en_US
dc.subject Switching en_US
dc.title The Millennials as Stayers versus Switchers: The Context of Mobile Phone Services in Sri Lanka en_US
dc.type Article en_US
dc.identifier.accno 45715 en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search


Browse

My Account