Examining the Second Wave of Broadband Use: Service Quality and Secondary Influence on Continued Broadband Subscription by Residential Consumers

Existing studies on broadband adoption have investigated how behavioural and demographic factors affect consumers’ decision to adopt broadband. However, although the broadband market has been considerably matured, follow up studies on the continued adoption of broadband are yet to be conducted. For example issues of service quality and consumers satisfaction of broadband services have not been studied enough. In line with that, the aim of this empirical research was to investigate the influence of service quality and secondary influence on behavioral intention to change service provider by existing broadband household consumers in the UK. The paper examines users experience on broadband use and thus answers the following research question: Do service quality and secondary influence affect the behavioural intentions when changing current service provider? The study was conducted using a postal survey in the United Kingdom. A selfadministered questionnaire was sent to 1600 households and a total of 358 completed replies were obtained. The study provides evidence that both service quality and secondary influence constructs were significantly correlated to the behavioural intentions when changing current service provider. The paper also discusses limitations and implications of this research.