The impact of electronic word-of-mouth on household customers behavioral intention to change internet services provider : the moderating role of customer-firm relationship characteristics

العناوين الأخرى

أثر الكلمة المنقولة إلكترونيا على النية السلوكية لزبائن الاشتراك المنزلي لتغيير مزود خدمات الإنترنت : خصائص علاقة الزبون-المزود كمتغير معدل

مقدم أطروحة جامعية

Abu Qumsan, Amjad Jihad Abd Allah

مشرف أطروحة جامعية

Wadi, Rushdi Abd al-Latif

الجامعة

الجامعة الإسلامية

الكلية

كلية التجارة

القسم الأكاديمي

قسم إدارة الأعمال

دولة الجامعة

فلسطين (قطاع غزة)

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2017

الملخص الإنجليزي

Electronic Word of Mouth (E-WOM) is a communication way that had appeared due to the development of Internet and especially after the occurrence of social networking sites.

It is web-based, bi-directional and interactive.

It became an important phenomenon that gets the attention of researchers.

The major objective of this research was to investigate the impact of E-WOM, E-WOM dimensions, and E-WOM dimensions’ factors on household customers’ behavioral intentions to switch their current Internet services provider (ISP), and examining the moderating impact of customer-firm relationship characteristics on the relationship between E-WOM and switching behavioral intentions.

To conduct this research, the positivism philosophy was adopted.

This research is deductive and descripto-explanatory research.

It was depended on the previous literature to establish the proposed model and hypotheses.

After that, a self-administered structured questionnaire was employed to gather the data from 652 ISPs' household customers in Gaza Governorate by adopting the convenience sample technique.

The collected data were analyzed using simple and multiple linear regression through SPSS.

The results indicated that E-WOM and its all dimensions had a significant impact on household customers’ switching behavioral intentions.

It also noted that E-WOM content is the most significant dimension.

Also, the findings revealed that E-WOM impact on household customers’ behavioral intentions to switch their current ISP is less for customers who have a long relationship with their current ISP.

Either customer daily using rate for Internet services or customers purchasing for complementary services from their current ISP do not affect this impact.

These results could help ISPs to serve their subscribers better and increase their customers’ base.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

193

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-911339