Determinants of Customers' Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience

This study investigates the determinants of customers' brand choice and continuance intentions with mobile service providers in the context of Mobile Data Service (MDS). This study also captures the impact of past experience on behavioral outcomes. Data was collected from 304 customers of mobile data service firms and analyzed using regression analyses. Results indicate that mobile service quality, pricing structure and promotion, but not brand image affects brand choice whereas continuance intentions is affected by the mobile service quality, brand image and price. Customers' past experience relates significantly and negatively with brand choice but not continuance intention. The contribution and implication of the study is discussed.