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This paper presents a mobile-carrier choice modeling to analyze customer preference and understand customer choice behavior in the mobile phone market. Due to severe competitive conditions, there are a few differences among mobile phone services provided by mobile-carriers. We propose a new mobile-carrier choice modeling considering incentive factors and restrictive factors as decision-making factors. Web survey is carried out to obtain the sample data for this model. We show the model estimated by using the survey data to analyze mobile-carrier choice behavior.