Who Stays, Who Switches: Different Segments of Internet Service Customers

DOI 10.14707/ajbr.160023

Park Thaichon
S P Jain School of Global Management, Sydney, Australia
Antonio Lobo
Swinburne University of Technology, Melbourne, Australia
Ann Mitsis
Swinburne University of Technology, Melbourne, Australia


High-tech services providers such as Internet Service Providers (ISPs) are facing many challenges and high switching rates remain one of the top concerns. Despite significant research done in the area of switching intention in the marketing literature, customer segmentation and its relationship with switching intention appears to be overlooked. This study aims to fill this gap in the Telecommunication industry by exploring the switching intention and perceptions of different ISP customers. Data was obtained from 2,059 Internet users located in all regions of Thailand via an online survey. This study identified three major distinctive groups of ISP customers based on their Internet usagewhich were classified as light, medium and heavy users. This study also explored the differences among light, medium and heavy users in terms of age groups, employment status, gender and area of employment. The motivations associated with particular types of behaviour of each segment are also discussed.

Keywords: Segmentation, Behavioural Intentions, Switching Intention, Internet Service Providers (ISPs).


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