Research On The Relationships Between Customer Perceived Value, Satisfaction, And Loyalty Based On The Moderating Role Of Switching Costs

In academia, the Switching Costs in the role of marketing theory has been gaining attention. High Customer loyalty does not mean that from the Customer Perceived Value and Customer Satisfaction, but also because of the Switching Costs. But empirical researched based on the Switching Costs of such research in the country are rare.As China's current economic development, the people's income level increases, the use of mobile phones has been increasing. China's mobile telecommunications market in each of more than 80 percent of the high-speed rise. Starting in 2004, China will allow foreign investors to participate in 25% of the fixed network and Internet communications services and 49 percent of the foreign investment in nationwide communications network services, mobile communications that is to say 2004 will be basically open access to the process. The deadline to December 2007, the number of mobile communications users to 5.47286 100 million, mobile phone penetration rate of 41.6 per cent.This shows that China's mobile communication market has developed very rapidly, and mobile communications provider will be the competition between the highlights.Therefore, the market competition is becoming increasingly fierce allows companies increasingly concerned about maintaining market share in order to improve customer retention, business has been improving the quality of service, we should also take a series of actions, including the upgrading of Customer Perceived Value and Customer Satisfaction management, as well as complaints Customer Loyalty management. Focus on Customer Perceived Value, Customer Satisfaction, Customer Loyalty and Switching Costs of the use of the enterprises in the industry in obtaining and maintaining an important way to competitive advantage. These strategies on the premise that a better understanding of Customer Perceived Value and Loyalty of the relationship between Customer Satisfaction and Loyalty impact of the relevant factors, as well as the role of Switching Costs.Specifically, this paper will be adopted at home and abroad related to the field of literature carding and, in conjunction with previous results of theoretical studies, the Switching Costs to Customer Perceived Value, Customer Satisfaction and Customer Loyalty regulation, the proposal to examine the assumptions and customers satisfied with the Perceived Value, Customer Loyalty drink Switching Costs of these variables evaluation method; Secondly, in the city of Changchun, to the mobile communications industry specific empirical object, studying the feasibility of assumptions. Finally, the two levels of theory and practice of Switching Costs of Customer Perceived Value, Customer Satisfaction and Customer Loyalty moderating role.In this paper, the mobile communications industry through empirical studies on the Switching Costs of Customer Perceived Value, Customer Satisfaction of the relationships between Customer Loyalty regulation, and compare the Procedural Switching Costs , Financial Switching Costs and Relational Switching Costs the Switching Costs to different moderating role. Collected questionnaires, through SPSS13.0 software to 408 effective samples and collate data for statistical analysis. The results show that: Customer Perceived Value and Customer Satisfaction of the impact of Customer Loyalty and Customer Perceived Value significantly to the of Customer Satisfaction have a positive effect; Switching Costs on Customer Satisfaction and Customer Loyalty than on the moderating of Customer Value and Customer Perceived Loyalty between moderating role more visible when the high Switching Costs, Customer Perceived Value, Customer Satisfaction of Customer Loyalty than the effect of a change in the low Customer Perceived Value ,Satisfaction and Customer Loyalty of the impact of the weak in the comparison of different Switching Costs, and did not compare the Switching Costs, then there were Procedural Switching Costs, Financial Switching Costs and Relational Switching Costs between Customer Perceived Value, Customer Satisfaction of the impact of Customer Loyalty both weakened and Procedural Switching Costs moderating of the largest Switching Costs, the financial Switching Costs of the moderating role of the smallest in comparison found that the different types of Switching Costs on Customer Satisfaction and Loyalty to the moderating of the relationship between Customer Perceived value of the moderating role and Customer Loyalty level is very similar to the changes .The empirical research will help us better understand and master consumer behavior and characteristics of customers, while allowing enterprises to find better maintain Customer Perceived Value, Satisfaction and Loyalty perspective, to better develop and implement marketing strategies so that their marketing strategy more targeted to achieve maximum benefits at the same time can fully realize the interests of customers.