Mobile broadband switching barriers in South Africa
Date
2012-12-04
Authors
Morony, Stephen James
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This research was conducted to understand why consumers would not switch
mobile broadband providers in a market place with increasing competition
across all components of a telecommunications company, from international
bandwidth to radio access network.
This study makes use of in-depth interviews to investigate consumers’ views of
switching barriers as they see them. The ability to obtain information in the
consumers’ own words adds to the credibility of this research.
The study makes use of the typology developed by Burnham as a framework for
the analysis of switching barriers in mobile broadband. It is concluded that the
typology is for the most part acceptable for classifying and understanding the
barriers faced by consumers when attempting to switch providers.
The key findings of this research are: consumers are cautious of switching
service providers; they are hindered in doing so; the lack of differentiation by
existing firms inhibits customers from switching; the current processes
employed by firms further inhibit the potential for a customer to adopt their
product.
Description
MBA thesis - WBS
Keywords
Mobile broadband, Telecommunications