Using Survey Data to Predict Adoption and Switching for Services
Abstract
The authors consider the diffusion of a service when customers can switch among competing offerings of the service. Explicit formulas for brand switching and adoption probabilities are obtained in terms of customer characteristics, marketing strategies, and product attributes. The procedure of fitting the model with survey data is illustrated by a telecommunications application. The model is useful in identifying target markets and demand forecasting.
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Higher perceived switching costs make changing service providers costly and create customer dependency on the provider.
“Increased level of perceived switching costs makes altering service providers costly and ensures a dependency of the customer on the service provider (Ruyter et al. 1998; Weerahandi and Moitra 1995).”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Weerahandi and Moitra 1995
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Kautish, P., Khare, A., & Sharma, R. (2022) · Journal of Marketing Analytics · doi:10.1057/s41270-021-00134-7 · Cited by 25 · see citing works
- Authors
- Weerahandi, S., & Moitra, S.
- Affiliations
- Core Competence (US)
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1995-02
- Volume
- 32
- Issue
- 1
- Pages
- 85-96
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2039664394
- Cited by
- 29
- References
- 14
- Citations by year
- 2021: 2 · 2017: 1 · 2015: 1 · 2013: 2 · 2012: 3
- FWCI
- 3.49
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Research (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Management Science and Operations Research › Innovation Diffusion and Forecasting
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- service diffusion, brand switching, technology adoption, customer switching, marketing strategy, product attributes, target market identification, demand forecasting, telecommunications services
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