The impact of psychological barriers in influencing customers' decisions in the telecommunication sector

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dc.contributor.authorNassar, Hussein
dc.contributor.authorMoshi, Goodiel
dc.contributor.authorMitomo, Hitoshi
dc.date.accessioned2024-03-16T11:08:39Z
dc.date.available2024-03-16T11:08:39Z
dc.date.issued2013
dc.descriptionAbstract. Full-text article available at http://dx.doi.org/10.5121/ijmpict.2013.4401
dc.description.abstractIncreased competition in broadband telecommunication market led to a surge in campaigns and packages for customers. Whereas traditional economic theory assumed that abundance of alternatives is to be welcomed by customers, recent theories however, have emphasized that multiple choices may have a negative role in adoption or switching behavior. The unorthodox conclusions of negative impact of wide assortment of choices were studied through the lens of behavioral economics. Most notably,“anticipated regret” was identified to be major cause of choice deferral of purchase. This paper investigates the role of selection difficulty and anticipated regret on the intention of broadband subscribers to upgrade to higher connection speed. The result shows that there is a significant positive relationship between anticipated regret and decision avoidance. Results also indicate that selection difficulty has positive relationship with switching cost thus indirectly reducing the perceived net benefit of upgraded internet connection. This study, therefore, confirmed the significant impact of psychological barriers together with economic factors in influencing customers’ decisions in the telecommunication sector. This paper thus recommends managers of telecom firms and regulators to seek reducing anticipated regret and selection difficulty when promoting upgraded services even when such services are promising higher economic benefit.
dc.description.sponsorshipAbstract. Full-text article available at http://dx.doi.org/10.5121/ijmpict.2013.4401
dc.identifier.citationNassar, H., Moshi, G., & Mitomo, H. (2013). The impact of psychological barriers in influencing customers' decisions in the telecommunication sector . International Journal of Managing Public Sector Information and Communication Technologies, 4(4), 1.
dc.identifier.otherDOI: http://dx.doi.org/10.5121/ijmpict.2013.4401
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4308
dc.language.isoen
dc.publisherAIRCC Publishing Corporation
dc.subjectBroadband telecommunication market
dc.subjectBroadband
dc.subjectBroadband telecommunication
dc.subjectTelecommunication market
dc.subjectPsychological barriers
dc.titleThe impact of psychological barriers in influencing customers' decisions in the telecommunication sector
dc.typeArticle
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