Using Survey Data to Predict Adoption and Switching for Services

Samaradasa Weerahandi · Soumyo D. Moitra

29 citations0/0 files storedJournal of Marketing Research

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Innovation Diffusion and Forecasting Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

The authors consider the diffusion of a service when customers can switch among competing offerings of the service. Explicit formulas for brand switching and adoption probabilities are obtained in terms of customer characteristics, marketing strategies, and product attributes. The procedure of fitting the model with survey data is illustrated by a telecommunications application. The model is useful in identifying target markets and demand forecasting.

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1987A Diffusion Theory Model of Adoption and Substitution for Successive Generations of High-Technology Products 1989Modeling Multinational Diffusion Patterns: An Efficient Methodology 1988Modeling Multiattribute Utility, Risk, and Belief Dynamics for New Consumer Durable Brand Choice 1987Innovation Diffusion Models of New Product Acceptance.1986The Impact of Competitive Entry in a Developing Market Upon Dynamic Pricing Strategies 1985A Model of Marketing Mix, Brand Switching, and Competition 1983Formal Choice Models in Marketing 1982Dynamic Analysis of Consumer Response to Marketing Strategies

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