Gender specific study on relative impact of convenience and non-convenience factors on mobile user switching in Kolkata.

By:

BISWAS, SUPRIYA

Material type:

Mixed materialsPublication details: 2013Description: 31-40Subject(s):

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: Switching behavior, irrespective of the product and services is not uncommon in the present day context, where loyalty has beome uncertain, while the same applies in case of mobile users, causes could be varied and many of those have already beenidentified that contribute to such an act. What is not clearly explored is the gender-specific profile of this switching behavior in case of mobile users. Research focusing on business-to business relationships is likely to be male dominated and deal with male-male relationships.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		42/10	Available		P14684

Switching behavior, irrespective of the product and services is not uncommon in the present day context, where loyalty has beome uncertain, while the same applies in case of mobile users, causes could be varied and many of those have already beenidentified that contribute to such an act. What is not clearly explored is the gender-specific profile of this switching behavior in case of mobile users. Research focusing on business-to business relationships is likely to be male dominated and deal with male-male relationships.

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