Author Identifier
Fazlul Hoque: https://orcid.org/0000-0003-1729-2604
Date of Award
2026
Document Type
Thesis - ECU Access Only
Publisher
Edith Cowan University
Degree Name
Doctor of Philosophy
School
School of Business and Law
First Supervisor
Pi-Shen Seet
Second Supervisor
Stephanie Meek
Third Supervisor
Saalem Sadeque
Abstract
This doctoral thesis investigates the non-marketing influences on consumer behavioural responses related to mobile network continuance intentions in Bangladesh, an emerging economy. Following the stimulus–organism–response (SOR) model as a theoretical framework, this thesis comprises two independent but interrelated studies exploring the non-marketing factors that influence customer continuance intention in the mobile telecom context.
This study followed an Exploratory Sequential mixed-method strategy. The first study involved qualitative research in which data were collected from 40 mobile phone users through in-depth interviews. NVivo was employed to conduct thematic analysis of qualitative data. The findings revealed that social influence, institutional influence, market characteristics, and switching barriers serve as key stimuli affecting consumers’ choice of mobile network brands and their intention to continue using them. Additionally, customer inertia (e.g., cognitive, affective), influenced by factors such as consumer ethnocentrism, switching barriers, market characteristics, satisfaction, trust, emotions, and attitudes, plays a critical role in sustaining the use of a mobile network over time. Building on the qualitative insights, the second study further employed a quantitative approach. To this end, data were gathered from 407 randomly selected respondents and analysed using partial least squares structural equation modelling (PLS-SEM). The results indicate that trust, satisfaction, and switching barriers significantly influence continuance intention. Similarly, both cognitive and affective inertia were found to influence customer mobile network continuance intention. Additionally, cognitive inertia was found to mediate the relationships between trust and continuance intention, as well as between switching barriers and continuance intention. On the other hand, affective inertia mediated the relationship between customer satisfaction and continuance intention.
This thesis contributes to the service marketing literature by identifying novel antecedents of customer inertia, such as consumer ethnocentrism, trust, market conditions, attitudes, and emotions, which are instrumental in shaping mobile network continuance intentions. It also advances theoretical understanding by providing empirical evidence of the distinct mediating roles played by cognitive and affective inertia in the formation of continuance intention.
Access Note
Access to this thesis is embargoed until 14th March 2029
Recommended Citation
Hoque, F. (2026). Exploring the determinants of mobile network continuance intention among subscribers in Bangladesh: An emerging economy perspective. Edith Cowan University. https://doi.org/10.25958/t7pq-kz38