ICOPED Hosts a CEM Seminar on Korea’s Continuance and Switching Intentions of Mobile Services Subscribers
Los Baños, Laguna – The Institute of Cooperatives and Bio-Enterprise Development (ICOPED) hosted the CEM Seminar Series last April 27, 2018 at the ICOPED Auditorium, CEM, UPLB. The resource speaker for the said seminar was ICOPED’s University Researcher, Paul Kenneth B. Maghirang. He discussed the continuance and switching behaviors of foreign subscribers on Korean mobile service providers. Results of his study showed that the formation of switching intentions within the users is greatly motivated by satisfaction level and perceived switching value. In addition, customers’ motivation on their continuous subscription are level of service quality, satisfaction, perceived switching value, and perceived switching cost. Since customers’ satisfaction tend to decrease when faced with attractive values from switching, service providers should maintain their excellent and consistent service quality to their clients. Moreover, service providers should establish relative advantage over competitors to accumulate switching benefits, thus, attracting, and luring away customers from their current provider.
The seminar was attended by more than 30 students, faculty, and staff from CEM and other colleges. – AMQuilloy