Malhotra, Arvind; Kubowicz Malhotra, Claudia - In: Journal of Services Marketing 27 (2013) 1, pp. 13-24
Purpose – The purpose of this paper is to explore the switching behavior of mobile service customers in the USA with a focus on service quality, innovation and lock-in strategies as deterrents of switching. Design/methodology/approach – A thorough literature review coupled with two focus...