Financial Switching Costs – cell phone

Financial Switching Costs – cell phone

Number of months left in the contract with the service provider.

Source: Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146.