This Study was done to understand the impact of culture to win back defected customers. This study was conducted on college age consumers in America and China. This segment of consumers are target consumers of many technology and personal services.
H1: Chinese customers, when compared to American customers, will be more influenced by WOW offer when deciding on switching back to original provider
H2: Chinese Customers will be more influenced by relative social capital when deciding on switching back
H3: Chinese Customers will be less influenced by their post-switching regret when decide to switch back