FACTORS INFLUENCING CUSTOMER'S CHOICE OF INTERNET SERVICE PROVIDERS IN ALBANIA

The internet service in Albania has been growing steadily over the past decade. The internet availability is key to enhancing competitiveness and sustaining economic growth. Internet service providers (ISPs) have grown significantly and the internet market in Albania is expanding. While the speed of technology acquisition is increasing, the power of service differentiation is gradually decreasing. ISPs do not differ much on the service provided. The first step in increasing competitiveness is to understand why customers choose a particular service provider. Thus, this study aims to identify the the factors that affect consumers purchasing behavior. It aims to investigate and understand how a range of factors impact the customers' perceptions to choose their current service providers. The research paper explores the factors that influence customer choice towards Internet Service Providers in Albania by using a quantitative method via a questionnaire survey. The findings of the research present the factors affecting the consumer's choice of an Internet Service Provider in Albania. It is showed that brand image is the most influential factor in the selection of ISPs. In order to gain new customers, internet providers have to take into consideration the company's image as a critical factor to the consumer decision-making, followed by the information disposed to customers and the risk associated to the service provider. The research provides high-speed internet providers in Albania insights on how to acquire new customers.