Dynamics of portal email switching: Attractive alternatives and switching costs

Gimun Kim, Bongsik Shin, Ho Geun Lee

Research output: Contribution to conferencePaper

1 Citation (Scopus)

Abstract

Internet portals have been using the email service to attract new members and to retain existing customers. This research aims to enhance the understanding of mechanisms associated to users' intention for email switching (IES). We have employed customer's satisfaction on email service, attractive alternatives, and switching cost to explain the dynamics of IES. Customer's satisfaction is measured in terms of storage capacity, spam blocking, interface design, and system stability variables. Setup cost and continuity cost are chosen as switching costs. By conducting a survey with 1,408 responses, we have found the vital importance of user satisfaction for service continuation. Variables of attractive alternatives and continuity cost demonstrated its strong association with IES. We have also found that attractive alternatives moderates the relationship of customers' satisfaction and IES, but the moderating effects of switching cost are weak. Our investigation indicates that the findings of extant studies on the dynamics of service switching or re-purchase mostly apply to the email service as well.

Original languageEnglish
Pages372-384
Number of pages13
Publication statusPublished - 2006
Event10th Pacific Asia Conference on Information Systems: ICT and Innovation Economy, PACIS 2006 - Kuala Lumpur, Malaysia
Duration: 2006 Jul 62006 Jul 9

Other

Other10th Pacific Asia Conference on Information Systems: ICT and Innovation Economy, PACIS 2006
CountryMalaysia
CityKuala Lumpur
Period06/7/606/7/9

All Science Journal Classification (ASJC) codes

  • Information Systems

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