The Empirical Research Of Service Encounter's Effect On Customer Switch Intention In Communication Industry

As the development of China's communication industry, the competition of the commu nication face is becoming more and more fiercely. The problem of customer switch is increase ngly prominent. Today the theory is through the perspective of customer loylty or relationship commitement. It is difficult to explain the problem of custom drain. As service encounter is the key moment of the interaction between service enterprises and customers, customers will form the evaluations of the service enterprise in mind after a short-time encounter. After a series of interactive, the overall good or bad reputation will formed in the heart of customers evaluation, which ultimately affect the customers stay in the customer relationship or not. Communications industry is a high-touch industry, so it becomes necessary and important to study the relationship between service encounter and customer switch in Cmmunication Industry.This dissertation takes the relationship between customers and communication carriers as the subjects. Based on the thoroughly literature review in this field, the research discussed the relationship between service encounter and customer switch intension. and the original theory model was proposed, and also the hypothesis. At last, through a series of data analysis the research shows that in customer relationship internal effects, customer satisfaction has positive effect on customer trust customer loyalty and trust; Four dimensions of service encounter have positive effect on customer satisfaction, which is affected most by person encounter; Function encounter, person encounter and circumstance has positive effect on customer trust; Function encounter and person encounter has direct effect on customer switch intention.The theoretical significance of this paper is that: the dissertation builds up and tests a model in which four dimensions of service encounter influence customer switch intension via relationship satisfaction and relationship trust. The dissertation extends the studies on the drivers of customer switch intention, which provides broader perspective for the scholars to seeing about the factors that influence customer switch intension in communication industry y.The pratical significance of this paper is that: the study provide a direction of efforts for the communication operators, who can reduce customer churn through service encounter management. Enterprise can reduce customer churn through raising the level of service encounter, they also can raise customer satisfaction and customer trust to prevent the possibility of customers converting in an indirect way.