An Empirical Research Of The Influence Of Switching Costs On Customer’s Loyalty

How to build and maintain customer loyalty has become a focus in the customer relationship theory, and switching costs play a crucial role in maintaining customer loyalty. Based on the background of the mobile communication services, a conceptual model be constructed, investigating the direct relationship between switching costs and customer loyalty, and moderation relationship between customer loyalty and customer satisfaction, customer trust, service quality. Related research is as follows:Firstly, a brief introduction of the background and recent status of the research was given. Afterwards, the purpose and significance of this study and the technical line and research framework was followed.Then, through the literature review of the related fields, the concepts of switching costs, customer loyalty, customer satisfaction, customer trust and service quality will be explained; how the three different types of switching costs influent on customer loyalty and how the moderation between customer loyalty and its influencing factors works will be analyzed.Next, based on the literature review, the core concepts of the variables were defined and a conceptual model, investigating the direct relationship between the three types of switching cost and customer loyalty, and moderation relationship between customer satisfaction, customer trust, service quality and customer loyalty was set.Finally, the author collected data via e-mail and web form questionnaire survey, used the related analysis software and come to a conclusions. Based on this, forward suggestions and practical management strategy was followed. At last, the limitations of this study and future research direction were also pointed out.