|Title:||上海移动通讯市场顾客转换成本的影响因素及其结果的实证研究 : 以上海联通公司为例|
Shanghai yi dong tong xun shi chang gu ke zhuan huan cheng ben de ying xiang yin su ji qi jie guo de shi zheng yan jiu : yi Shanghai lian tong gong si wei li
|Other Title:||Consumer switching costs of mobile communication in Shanghai : antecedents and consequences-empirical study on Shanghai Unicom|
|Subject:||Hong Kong Polytechnic University -- Dissertations.|
Mobile communication systems -- China -- Shanghai.
|Department:||Graduate School of Business|
|Pages:||x, 168 leaves : ill., charts ; 30 cm.|
|Abstract:||Facing the competitive telecommunication market, firms gradually focus on "Customer Loyalty", which is the key to success. As the primary tool for managing customer retention, customer satisfaction has received unflagging attention in the marketing literature. While satisfactory customer may leave, Consumer switching costs as another driver of customer retention aroused concern in the field of management. Consumer switching costs are defined as the onetime costs that customers associate with the process of switching from one provider to another. The study on consumer switching costs will afford managers a set of tools to manage customer loyalty. In view of the potential importance of consumer switching costs, it seems natural that firms would want to manage their customers' perception of switching costs. In order to do that, managers should manage the factors which influencing consumer switching costs. Regrettably, the study on consumer switching costs is inefficient. The research verifies the three-dimensional structure of switching costs: procedural switching cost, financial switching cost and relational switching cost. The research then examines the antecedents and consequences of switching costs. The results suggest that consumers' perceptions of product complexity and breadth of product use drive the procedural and financial switching costs they perceive. Besides, breadth of product use increases the relational switching costs. Futhermore, the relational switching cost significantly influences customer loyalty intention.|
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