With a quarter of a billion Internet users worldwide and estimates of more than one-half billion people online by the year 2003, growth in the online services industry has been exponential. With this growth has come concern about customer “churn,” a concern that parallels issues of customer switching behavior in services industries in general. This manuscript reports results of two field studies, conducted among two randomly selected samples of online service users, that investigate the degree to which selected behavioral (information that customers used when making the online service decision, their service usage), attitudinal (risk-taking propensity), and demographic (income and education) factors are effective in discriminating between continuers and switchers. The research in Study 1 is replicated in Study 2 and extended to consider additional attitudinal factors of satisfaction and involvement. Implications for managers and researchers are discussed.
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