Interesting Results
Customers Who Change Internet Service Providers
A study1 identified the following characteristics of “defection-prone” customers of Internet service providers:
- Their decision to subscribe to the service was influenced more by word of mouth than their own research or previous experience.
- They used the service less (both in terms of frequency of use and overall usage).
- They were less satisfied with the service.
- They were less involved with the online service and the Internet in general.
- They had lower incomes.
1 Keaveney, Susan M. and Madhaven Parthasarathy (2001), “Customer Switching Behavior in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behavioral, and Demographic Factors”, Journal of the Academy of Marketing Science, 29(4), 374-390.