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A Note on Service Switching: Evidence From Cloud Storage Services

Goode, Sigi


Cloud file hosting is a popular online service. However, significant competition between providers and the ease with which customers can move between providers places pressure on customer retention. In this study, we adapted a service-switching model to understand how users move between these online cloud services. We applied this model in a survey of 158 users of cloud storage services and found a significant positive relationship between usefulness, satisfaction, and service quality. Negative...[Show more]

CollectionsANU Research Publications
Date published: 2015
Type: Journal article
Source: Services Marketing Quarterly
DOI: 10.1080/15332969.2015.1014240


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