What is it about?

This study looks at why people keep using the same mobile network in Bangladesh, focusing on how habits and feelings influence their decisions. It finds that trust, satisfaction, and barriers to switching matter, and that mental habits (cognitive inertia) and emotional attachment (affective inertia) play key roles in shaping customer loyalty.

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This page is a summary of: Determinants of Consumers' Mobile Network Continuance Intention: The Mediating Effects of Cognitive and Affective Inertia, Business Strategy & Development, November 2025, Wiley,
DOI: 10.1002/bsd2.70249.
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