Abstract

This study performs a cross-cultural comparison to understand how the drivers of switching intentions differ between countries that vary in their long-term orientation (LTO). The authors hypothesize how LTO moderates the influence of the drivers of switching intentions for a mobile phone subscription service. Structural invariance tests between consumer samples of the United States (low LTO) and the Netherlands (high LTO) reveal that, consumers from high LTO nation attribute more importance to relational quality but care less about service recovery in their formation of switching intentions. The theoretical and managerial implications of how differences in time orientation affect the pathways to loyalty are discussed.

摘要

本研究进行了跨文化比较，以了解转换意图的驱动因素在长期定位 (LTO) 不同的国家之间有何不同。作者假设 LTO 如何缓和移动电话订阅服务转换意图驱动因素的影响。美国（低LTO）和荷兰（高LTO）消费者样本的结构不变性测试表明，来自高LTO国家的消费者更重视关系质量，但在转换意图的形成过程中不太关心服务恢复。讨论了时间取向差异如何影响忠诚度途径的理论和管理意义。