Switching Intentions of Service Providers and Cultural Orientation

Goitom Tesfom*, Thijs L. J. Broekhuizen, Clemens H. M. Lutz

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

This study performs a cross-cultural comparison to understand how the drivers of switching intentions differ between countries that vary in their long-term orientation (LTO). The authors hypothesize how LTO moderates the influence of the drivers of switching intentions for a mobile phone subscription service. Structural invariance tests between consumer samples of the United States (low LTO) and the Netherlands (high LTO) reveal that, consumers from high LTO nation attribute more importance to relational quality but care less about service recovery in their formation of switching intentions. The theoretical and managerial implications of how differences in time orientation affect the pathways to loyalty are discussed.

Original languageEnglish
Number of pages15
JournalJournal of international consumer marketing
DOIs
Publication statusE-pub ahead of print - 10-Aug-2021

Keywords

  • Culture
  • subscriptions services
  • switching barriers
  • switching intentions
  • STRUCTURAL EQUATION MODELS
  • CUSTOMER SATISFACTION
  • ALTERNATIVE ATTRACTIVENESS
  • EMERGING MARKETS
  • NATIONAL CULTURE
  • BANKING INDUSTRY
  • LOYALTY
  • COSTS
  • BARRIERS
  • BEHAVIOR

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