Study On Telecommunication Customer Loyalty Based On Customer Switching Costs

In the market competition is becoming increasingly intensified and customer for the rising cost of dual drive, how to foster and maintain good customer loyalty, and how to plan and tectonic customer switching cost is set barriers of each enterprise most attention and concern but feel puzzling problem. For the customer loyalty experienced a long process, from the beginning of the customer satisfaction through research for general consumer satisfaction and loyalty to verify industry positive impacts. Scholars have realized that the existence of trap satisfaction and loyalty to overthrow the satisfaction of linear research conclusion, To introduce middle variable (switching costs, replacement attract) both in research of the relationship, In the middle of the research into research and without strong impact strength, this paper studies the past scholars between variables and direct loyalty is studied.Papers which is typical of telecom operators for research object, by factor analysis method of switching cost effective to determine the dimensions of the real cost of conversion. This research theory model on predecessors' achievements in theory, based on the research of switching cost effective mechanism of customer loyalty, conceptual model, this paper analyzed the factor of switching cost dimensions into intuitive switching costs, unintuitive conversion cost and potential conversion cost three dimensions, customer loyalty for the behavior between two dimensions of loyalty and loyal attitude, studies how the three dimensions of switching cost effective for the customer loyalty in two dimensions have direct effect. Through investigation and analysis, the confirmed the conversion cost effective dimensions and loyalty between hypotheses, according to the results of this paper put forward the strategies to improve customer loyalty telecom. Through the study of this system basically have the following conclusions:first summarizes switching cost effective latitude;switching cost introduced new replacement attraction and customer trust these two factors;by factor analysis summarizes the three effective dimensions of switching cost;put forward the concept model and the research study; switching cost effective dimension of loyalty and loyal attitude have different extent.