Alice has always used Hablar cell phones. She is very comfortable with the user interface of Hablar phones. Even though she would like to buy a smartphone of a different brand, she is reluctant to get one because of the effort and time it would take for her to get acquainted with a different user interface. In the context of switching behavior, Alice is primarily worried about _____.
A) transactional switching costs
B) financial switching costs
C) procedural switching costs
D) relational switching costs

Question

Quizplus · Accepted Answer

Procedural switching costs refer to the effort or time required to learn how to use a new product or service. Alice's reluctance to switch to a different brand of smartphone is due to her concern about having to learn a new user interface, which is a procedural switching cost. The other types of switching costs (transactional, financial, and relational) are not relevant to Alice's situation.

Alice Has Always Used Hablar Cell Phones