For the respondents of this study, particularly two channels, social media and stores, did not play an important role with regard to information search on mobile providers in the pre-purchase phase. This suggests that those two channels are of little importance and thus low in value for young consumers when making a purchase decision. Possible interpretations for these findings are discussed below. Again, it is recalled that the results of this study do not account for the totality of young mobile providers, let alone for other age groups.
6.4.1 Social Media
As the findings of this thesis showed and as discussed above, online reviews and hence eWOM played an important role in the pre-purchase decision-making for the respondents. In addition, online is the platform that dominates the key channels by providing a high level of convenience (Bhatnagar et al., 2000). While literature on information search for service providers emphasizes the growth and importance of social media, for example with regard to tourism or health (Xiang & Gretzel, 2010; De Choudhury, Morris & White, 2014, p. 1374), this study drew a somewhat different picture and thus poses the question why social media were not used by the respondents in this study for information search.
Consumers increasingly have the possibility to interact with other consumers, for example over social media (Kozinets, 2002). In this sense Facebook is categorized as a type of eWOM (Cheung & Thadani, 2010). In this study, Facebook was however not used as source for eWOM.
While the study of Xiang and Gretzel (2010) found that search engines lead consumers to social media sites, this was not the case with mobile subscriptions. Pan et al. (2007) already
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demonstrated that college students were strongly biased to choose higher rated links on Google, and one explanation why the respondents in this study did not use Facebook as an eWOM type of source could be, that Google rather suggests comparing or test websites or forums.
When asking if the interviewees ‘liked’ the Facebook site of mobile providers’ in order to obtain relevant information for their decision-making, the findings revealed that consumers had a quite skeptical or sometimes even negative opinion about this channel. They doubted the relevance of this channel in finding useful information and expressed irritation in the form of increased advertisement. The respondents in this study were found to be quite conscious of the buyer-seller relationship and seemed to be aware of personalization algorithms. According to Luhmann (1979), expectation makes a difference to trust, since one is aware of “the possibility of harm arising from selectivity of others’ actions” (p. 24). The respondents did not have much confidence in that the other party acts beneficial for them (Hawley, 2012), but rather expected to get more irrelevant commercials at times they do not need it. This stands in contrast to some findings in literature, that found we often forget how information online is personalized (Simpson, 2014). In addition, the respondents referred to that mobile providers and subscriptions play a very neutral part in their daily life. The findings thus hold up to that channel choice is related to the type of service provided (Black et al., 2002). Moreover, that respondents did not use and barely considered using social media in order to find information might thus demonstrate that telcos have to reconsider if social media is at all profitable in the context of pre-purchase phase or if resources should rather be reallocated to the identified key channels.
However, social media could increasingly be used in the post-purchase phase.
Another interpretation suggests that social media might not have exploited its full potential yet.
In fact, it could be the case that even though the respondents expressed that they had not been using social media in their pre-purchase decision-making process, they unconsciously still might have been influenced by it.
Despite that the respondents considered social media as not relevant and not trustworthy, consumers perceive social media as easily accessible. This opens up opportunities for telecommunication providers. As mentioned by one of the interviewees, more storytelling could be implemented in order to convey relevant information. This then could be an example of applying competence through performance for the benefit of another party as highlighted by
87 Vargo and Lusch (2004). Such an understanding of service would also provide a type of competitive advantage that would be hard to replicate (Gustafsson & Johnson, 2003).
6.4.2 Stores
The results showed that the respondents did not go to stores. They claimed physical effort, thus walking, as well as increased time costs as reasons for not using stores (Farquhar & Rowley, 2009). The argument that stores, compared to the Web, are somewhat inconvenient from a consumer perspective can be understood (Bhatnagar et al., 2000). What is however interesting to look at is the fact that respondents also considered stores low in trust (review table 3, p. 74).
Since literature pointed out that services are perceived riskier than goods, should in fact make consumers prefer a face-to-face channel (Black et al., 2002). This is however not the case in the current study.
Repeating Luhmann’s thoughts, familiarity is a precondition of trust (1979). A logical conclusion is then, that familiar channels are prioritized before unfamiliar channels. Based on the findings of this study, it can be concluded, that the Internet has become a reliable background for young consumers. It seems like that the Internet has become more familiar than stores, since many respondents expressed that they were unsure if stores of some providers even exist. Consequently, this thesis argues that stores are perceived less available and that the perception of access convenience is therefore low for this channel (Berry et al., 2002).
Further, the respondents in this study expressed frustration over that service assistants often did not have the desired competence, for example that they were unable to answer questions or only repeated the information the respondents already found online. Since competence and expertise is a predictor for trust (Hawley, 2012), the perception that other channels might provide more relevant information helps to understand why the respondents have not been visiting stores.
Finally, Morrone et al. (2009) drew attention to the role of trust and confidence that the other party, the trustee, will act as expected. The findings showed that consumers want to be served not sold. The respondents valued to get relevant information that helped them to reach their goals. On this basis, the efforts of going to the store seem to outweigh the rewards, which according to Gensler et al. (2012) then minimizes the likelihood that a consumer chooses that channel.
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