A Note on Service Switching: Evidence From Cloud Storage Services
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]
|Collections||ANU Research Publications|
|Source:||Services Marketing Quarterly|
|01_Goode_A_Note_on_Service_Switching:_2015.pdf||174.92 kB||Adobe PDF||Request a copy|
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