Abstract
This study attempts to identify factors that influence the mobile consumer’s switching intention and to compare the influence of these factors in both the Brazilian and German wireless markets, the latter having a longer mature-stage history. A survey was conducted on two convenience samples, comprising 202 users in Brazil and 200 users in Germany. Analysis via multiple-group structural equation modeling suggests that, in both countries, customer satisfaction is an important factor with respect to switching intention. In the Brazilian market, the influence of perceived service quality is higher than in Germany, while Germans consider perceived price to be more important than do Brazilian users. The results also suggest that perceived service quality and perceived price rank higher in the German market, while Brazilians still perceive the existence of high switching barriers.
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