轉換成本在寬帶客戶滿意度與忠誠度關係中的作用

Pao Yue-kong Library Electronic Theses Database

轉換成本在寬帶客戶滿意度與忠誠度關係中的作用

 

Author: 左風
Zuo, Feng
Title: 轉換成本在寬帶客戶滿意度與忠誠度關係中的作用
Zhuan huan cheng ben zai kuan dai ke hu man yi du yu zhong cheng du guan xi zhong de zuo yong
The impact of switching costs on the relationship between customer satisfaction and customer loyalty : an empirical study of the broadband services in China
Degree: D.Mgt.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Broadband communication systems -- China.
Consumer behavior.
Consumer satisfaction.
Department: Graduate School of Business
Pages: xiii, 149 leaves : ill. charts (some col.) ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2257271
URI: http://theses.lib.polyu.edu.hk/handle/200/3737
Abstract: When customer is satisfied, it is expected that they will come back which means that customer satisfaction affects customer loyalty. In reality this is not really true because customer's satisfaction is not the only factor contributes to loyalty. Swiching costs play certain role in moderating the relationship between customer satisfaction and loyalty. This phenomenon stands out in broadband market of mainland China. Then what is the switching cost of Chinese broadband market composed of? What kind of role does the switching cost play in the relationship of customer satisfaction and loyalty? Does different switching cost play different roles? These questions remain unsolved. To answer these questions, this thesis discusses the dimensions of switching cost in China mainland broadband market by means of open-ended question investigation. Furthermore it implements an experimental study on the moderating role of switching cost in the relationship between customer satisfaction and loyalty. The result shows that customer satisfaction is the major decisive effect factor, which has a larger effect on customer loyalty than any kind of switching cost. However, switching cost can exert an obvious moderating effect on the relationship between satisfaction and loyalty, which means the higher the switching cost is, the weaker effect of customer satisfaction to the loyalty, vice versa. According to the deeper study on switching cost, different type of switching cost has a different moderating effect. The switching cost of procedure has the largest moderating effect, the type of relationship has a smaller effect, while the type of finance has the smallest. The conclusion shows that the traditional way of purely depending on customer satisfaction to foster loyalty is correct, but not smart enough. The correct and smart way is in the long course of establishing customer satisfaction, the company should utilize switching cost to build up the policy's achievement of customer satisfaction.

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