1 | P a g e State of the Mobile Nation
Switching Attitudes and Behaviours of Mobile Phone Service Providers in Australia
Final Report
Dr David Gray
Dr Steven D’Alessandro
Dr Leanne Carter
Macquarie University
Department of Marketing and Management.
March, 20122 | P a g e
Table of Contents
Executive Summary...........................................................................................6
(i) Introduction ..........................................................................................6
(ii) Objectives of the research ....................................................................6
(iii) Methodology ........................................................................................6
(iv) Key findings .........................................................................................6
(a) The performance of the mobile phone services market..........6
(b) Switching behaviour and savings achieved.............................7
(c) Consumer satisfaction with mobile carriers .............................7
(d) Major reasons for switching carriers.........................................7
(e) Switching costs..........................................................................8
(f) The role of inertia in limiting switching......................................8
(g) The reasons for not switching...................................................8
(h) Bill shock....................................................................................9
(v) Conclusions ..........................................................................................9
1 Introduction ...............................................................................................10
2 Research Methodology..............................................................................11
2.1 Introduction