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Switching Propensity in Single-Homing and Multi-Homing Cloud Service Relationships

Goode, Sigi

Description

Retaining users is a problem for online services. Our study compares the commitment and switching propensities of single-homing users, who only consume services from a single provider, and multi-homing users, who consume similar services from multiple providers at the same time. Using a social capital lens, we test a relationship-commitment model on 109 cloud storage service users. While both types of users show similar levels of service provider commitment, switching propensity is governed by...[Show more]

CollectionsANU Research Publications
Date published: 2014
Type: Conference paper
URI: http://hdl.handle.net/1885/36190

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