Switching behaviour in smartphone messaging services: The influences of context, content, and service features

This paper examines switching behaviour in the context of smartphone messaging services and aims to contribute to knowledge about the factors affecting switching behaviour in smartphone messaging services. The empirical study is qualitative in nature, and the data were collected through interviews using the laddering method. The study explores the motivations behind customer decisions when choosing between smartphone messaging services. Using the push-pull-mooring framework, the study findings indicate that switching decisions regarding smartphone messaging services are influenced by three factors: message context, message content, and service features.