A Study On The Influencing Factors Of Customer Switching Behavior Intention

Over the past ten years, researchers have deeply reliazed that customers" switching behavior can greatly affect companies' survive and profit. According to authoritative statistical materials, American companies lost about 25%-50% financial performance because of customer switching. Most researchers think the reason why customers switch is they're not satisfied with the companies and their products or service. Although satisfied customers may not switch, dissatisfied customers absolutely will change their suppliers. In order to keep customers, the researchers have carried out many studies to find out the factors affecting the customers' switching behavior, such as the quality of product or service, service failure, price and so on. Of course, there is much more factors than that lists above. For example, companies' commercials, their promption strategy, and service remedy which have positive infulence on customer switching behavior, switching cost---a barrier to prevent customers to switch companies. According to the current literatures of overseas and domestic, the researchers focus on the angle of companies or industries, to analyze the factors of customer switching behavior, for instance, price, quality, service remedy, convenience, company morality, competitors' attraction. However, they ignorce to study the customers who have the switching behavior, therefore, this thesis tries to find out the factors of customer switching behavior from a diffient angle, and regards customer variety seeking, customer obedience, uniqueness need,switching cost,customer perceived values,customer trust,regret and customer involvment as the factors influencing the switching behavior intention, in order to instruct companies to guide, control customers' consuming behavior, and improve companies'profit and competitive strength.