Research On Effects Of Customer Satisfaction And Switching Costs On Website Switch Behavior

With the fast development of the Internet in China, the proportion of shoppingonline is becoming larger. Meanwhile, the unpredictable underlying problemsoccurred and result in the switching rate of the different websites among theconsumers when they shopping online keep rising. A certain number of expertsrealized the customer satisfaction and the switching cost affect the switchingbehaviors. According to this phenomenon, adopting the effective methods to raise thecustomer satisfaction and increasing the switching cost are two key elements to makecustomers loyal and stick on the certain website. Therefore, the switching rate can bereduced. Thus, it is valuable to research the relations of the customer satisfaction,switching cost and switching behaviors.The dissertation refers to the theories of customers’ satisfaction, switching costand customers switching behaviors. It also comprehensively applies diverse analysismethods to investigate the impact on the switching behaviors because of thesatisfactions and the shifting cost of customers between the customers’ satisfactionand switching cost with the switching behaviors, based on customers who purchasedonline. This dissertation starts to introduce the current circumstance and problems ofdomestic Internet and the development of the online marketing, followed by theexplanation of the basic theory on the relation of the customers’ satisfaction andswitching cost with the switching behaviors. In terms of this theory, a conceptualmodel of the shipping-online behaviors, thus, can be constructed. It is objectivelysupported by the statistics of a survey involved336customers’ shifting behaviors.Hereby, the conclusion of this dissertation can be safely drew that: the satisfaction ofcustomers influences the shifting behaviors; it shows an inverse correlation betweenshifting cost and behaviors; when the satisfaction of customers and the shifting costare perceived as high level, customers’ shifting behavior are considerably reduced tothe minimum and vice versa; when the satisfaction are high and the shifting cost low, the consumption behaviors shows slightly more frequent; On the contrary, the shiftingcost remains high and the satisfaction are low, the frequency of the shifting behaviorssits the second highest.The innovation points of this dissertation mainly demonstrated on: combinedfrequently happened website switching behaviors when consumers shopping online tosimulated-structure the theory about the impact on the switching behaviors whichcaused by the customer satisfaction and switching cost. This theory was analyzed bythe real panels through the questionnaires, attempting to examine the main andinteractive effects on the switching behaviors which caused by the customersatisfaction and switching cost.