Empirical Analysis of User Adoption of Mobile Virtual Network Operator Service: A Case Study in Saudi Arabia
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- NASSAR Hussein
- Ph D candidate, Graduate School of Global Information and Telecommunication Studies, Waseda University
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- MITOMO Hitoshi
- Professor, Graduate School of Asia-Pacific Studies, Waseda University
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説明
Mobile Virtual Network Operator (MVNO) is a new type of telecommunication service provider that has recently received much attention in developed countries. MVNO buys network capacity from Mobile Network Operators (MNO) at a wholesale discount price and resells it to the end users after adding value such as brand appeal, packaging or other extra services on the top of the traditional service. Previous studies have focused on mobile network infrastructure, market structure, government regulations and the relationship between MNO and MVNO to understand the success of the MVNO business model. However, user preference for adoption of MVNO services has not been thoroughly investigated in the past. During the past few years, several Middle Eastern countries have made major improvements and achieved penetration rates similar to that of European countries. This paper aims to discuss user preference for adopting MVNO services in the Saudi Arabian market. Structural Equation Modeling was used for analysis. The results showed that lack of customer value with current MNOs drives the potential adoption of MVNO. The results also showed that Saudi Arabian customers have limited dissatisfaction with their current operators and that discount MVNO is the most highly favored.
収録刊行物
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- 地域学研究
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地域学研究 40 (4), 1049-1060, 2010
日本地域学会
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詳細情報 詳細情報について
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- CRID
- 1390282679410470656
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- NII論文ID
- 130000920848
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- NII書誌ID
- AN00140630
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- ISSN
- 18806465
- 02876256
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- NDL書誌ID
- 11118298
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- 本文言語コード
- en
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- 資料種別
- journal article
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- データソース種別
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- JaLC
- NDLサーチ
- Crossref
- CiNii Articles
- KAKEN
- OpenAIRE
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- 抄録ライセンスフラグ
- 使用不可
