Factors affecting mobile users' switching intentions: a comparative study between the brazilian and german markets

In the competitive wireless market, there are many drivers behind customer defection. Switching barriers, service performance, perceived value in carriers' offers, satisfaction and other constructs can play a pivotal role in customer switching processes among carriers. This study attempts to compare the influence of these factors, taking into account cultural similarities and dissimilarities, between Brazilian and German mobile users. A survey was conducted on two samples, comprising 202 users in Brazil and 200 users in Germany, with culture being employed as a context variable to compare thei...