Católica Lisbon School of Business & Economics
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Browsing Católica Lisbon School of Business & Economics by Subject "(Flexible) mobile plans"
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- Understanding Gen Z's mobile plan preferences : adoption, retention, and the role of flexibilityPublication . Bondu, Mariana; Borges, MónicaThe mobile telecommunications market has experienced significant growth over the past decades. This huge growth driven by technological advancement, reflects the market’s significance in daily life and impact on society. Generation Z (Gen Z), the generation currently entering or recently having entered adulthood is the first fully digital-native generation. Understanding this generation’s behavior is essential for businesses in order to gain a competitive advantage in today’s fast-evolving market. This study therefore examines the key factors influencing Gen Z’s adoption and retention of flexible mobile plans, focusing on the German telecommunications market. Using a quantitative research approach, an online survey was conducted to collect primary data. The survey gathered insights into Gen Z’s preferences regarding mobile plans as well as customer retention factors. The analysis employed independent samples t-tests as well as regression models to compare Gen Z’s preferences with those of preceding generations and identify key determinants of adoption and retention. The results highlight that price and data volume are the most significant factors driving Gen Z’s mobile plan choices, with data volume being particularly critical compared to previous generations. Additionally, while Gen Z values flexibility, their adoption of flexible mobile plans is only moderately high, suggesting that other factors play a role in their decision-making. In terms of retention, price is the primary driver of switching intention, whereas traditional service quality factors such as network coverage, innovation, and customer care have minimal impact on customer loyalty.