Customer switching behavior in service industries: A cross-cultural comparison

This study proposes that cultural norms affect service switching behaviors, and the related outcomes of these behaviors. A greater understanding of how cultural differences affect behaviors across service customers in different countries will allow international managers to better develop and adjust appropriate strategies for these situations. This study applies Hofstede's typology (as a proxy for cultural effects) on consumer switching behavior. Specifically, this paper examines the potential impact of cultural differences regarding (1) actual switching experiences, (2) word-of-mouth communications, and (3) search activities engaged in to identify a new service provider. Samples of business professionals and university students from Poland, Russia, and the United States were utilized to explore the above noted issues.