TY - JOUR
T1 - A Note on Service Switching
T2 - Evidence From Cloud Storage Services
AU - Goode, Sigi
N1 - Publisher Copyright:
© 2015, Copyright © Taylor & Francis Group, LLC.
PY - 2015/4/3
Y1 - 2015/4/3
N2 - 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 relationships were found between satisfaction, service quality, and switching behaviors. Interestingly, we found that the number of service provider alternatives does not affect model outcomes.
AB - 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 relationships were found between satisfaction, service quality, and switching behaviors. Interestingly, we found that the number of service provider alternatives does not affect model outcomes.
KW - cloud storage
KW - satisfaction
KW - service quality
KW - service switching
UR - http://www.scopus.com/inward/record.url?scp=84929250043&partnerID=8YFLogxK
U2 - 10.1080/15332969.2015.1014240
DO - 10.1080/15332969.2015.1014240
M3 - Article
SN - 1533-2969
VL - 36
SP - 153
EP - 172
JO - Services Marketing Quarterly
JF - Services Marketing Quarterly
IS - 2
ER -