An empirical investigation on factors influencing customer selection of ADSL services

Abstract

In this paper, we present an empirical investigation on various factors affecting ADSL service selection in city of Tehran, Iran. The proposed model of this paper uses a standard questionnaire and distributes it among randomly selected customers who have some experiences on internet based ADSL products. The study implements factor analysis as well as weighted regression technique to perform the study. There are eight hypotheses associated with the proposed study of this paper, which indicates the effects of product marketing, place and time of marketing mix, process-marketing mix, productivity and quality of marketing mix, people, promotion and education and physical evidence on customer choice. The results of factor analysis have confirmed the impacts of the first four factors but the effects of the other factor were not confirmed. In other words, the results of the survey have indicated that product marketing, place and time of marketing mix, process-marketing mix and productivity and quality of marketing mix influence customer choice. However, the other four components including people, promotion, price and physical evidence do not play essential role on customer choice.

Keywords

• Consumer behavior
• Marketing mix
• Customer choice
• Broadband