Download now Free registration required
This paper aims to investigate underlying factors of switching costs for current fixed telephone users to adopt the new IP based telephony service, called VoIP. Having a focus on the switching cost in VoIP market, related marketing values such as customer satisfaction and customer loyalty will be considered for comprehensive understanding the customers' willingness to stay in current wired telephony. In this paper, some marketing implications will be discussed to diffuse the VoIP competing existing wired telephone service.
- Format: PDF
- Size: 412.88 KB