Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

(ii) Control Mechanisms and Consumer Switching 
The switchers have to go through the adjustment mechanisms at the new service providers. One of the 
adjustments the switchers have to go through is the culture of the new service provider. Several researchers (e.g., 
Hofstede, 1997) have examined cultures in organizations. This concept receives attention because both group and 
individual behavior are highly influenced by culture of a firm. Margulies and Raia (1978) present that beliefs and 
behaviors are acquired, maintained, eliminated, or avoided. Even though important, culture can be difficult to 
measure and define, thus, it’s a day to day characteristic only seen and felt by the “insiders” and determined by 
components of the organization such as structure, people, process and environment. If we define culture as:
“an ideology that provides an important theme for behavior, and that the more belief and values are shared 
about how things should be done, the “stronger” the culture and the more it exerts on individual and group 
behavior.” (Harrison, 1972) or
Then culture becomes a property of individuals as well as groups; arising historically through the sharing of 
practices and the inter-subjective negotiation of meaning. Thus, anyone that has not been a part of this sharing 
process, there is always a need for adjustment to the majority culture. Consumer switching is no exception. 
Consumers that switch service providers must lean the culture of the new firm or risk being rejected or just dropping 
out. Obviously, the switchers differ in their cultural characteristics. These differences affect the way the switchers 
relate to the existing consumers. It is also suggested that future research agenda examine consumer switching from a 
cultural perspective.