Towards the selection of future 4G mobile service provider from customers' perspective

Mobile communication is clearly one of the most astounding mass consumption phenomena of the last decades, which transversal diffusion has embraced all social classes. This paper focuses on the market dynamics of mobile telecommunications market from consumer's perspective and we seek to explain the diffusion of technology intensive mobile communications among Saudi culture. We investigate the role of Tri Component Attitude Model and Standard Learning Hierarchy to evaluate the stages a consumer passes through before adopting an innovation.