Post-Adoption Behavior of Users of Internet Service Providers

This study examines post-adoption behavior in the Internet Service Provider (ISP) industry. Three sets of findings are reported. First, while the needs of service continuers and service discontinuers are different, their most frequently cited needs or service requirements are the same, and variations occur only for less frequently cited needs. Second, ISPs operate in a price-sensitive market, where customers who discontinue tend to do so in the first six months; business customers are less likely to discontinue than personal users; and, while historical behavior is a powerful predictor of future behavior, surprisingly, socio-demographic characteristics are weak predictors. Third, a combined model predicts accurately 82.6% of customer choices to continue or discontinue. Further, the study’s contributions include the use of actual behavior rather than intention-based data.