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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 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.