The Influence Of Switching Costs To China Mobile Customer Loyalty

With the rapid development of the economy，how to maximize the retention of thecustomer is the enterprise closely，the current emphasis on academic research areincreasingly switching costs and improve customer loyalty in the customer commitmentsimportance. Scholars to study theoretical and empirical analysis of the formationmechanism of customer loyalty，conversion costs and its various dimensions andcustomer commitment and customer loyalty relationship，however，few scholars willstudy the switching costs，customer commitment and loyalty of the three the impact ofinter-relationships. In this paper，customer commitment as Mediator，to explore therelationship between customer commitment switching costs and customer loyaltythrough empirical analysis.Firstly，the cost of the conversion at home and abroad，the customer commitmentand customer loyalty summarize research and customer commitment can be classified aspersistent commitment and emotional commitment to two dimensions，the loyalty andcustomer loyalty is divided into two dimensions of behavior and attitude loyalty; thenselect the appropriate scale and made relevant theoretical hypothesis in support; thenused in empirical analysis SPSS19.0through project analysis，data quality，validity andreliability analysis of the questionnaire obtained were examined by descriptive Statisticson the conversion costs，customer commitment and customer loyalty status wereanalyzed using independent samples T-test demographic differences with ANOVA testcustomer commitment through correlation analysis and regression analysis of therelationship between variables tested and verified mentioned assumptions; finallysummarize the conclusions of the study and discussion， summarized research possibleinnovations，and lack of prospects.This article has the following conclusions: first，gender，age，monthly income andmonthly consumption of different mobile phone customer commitment will result in asignificant difference， but under different occupations and educational attainment wereno significant differences in customer commitment. Second， switching costs oncustomer loyalty，behavioral loyalty and attitudinal loyalty dimension is the dimension has a significant positive effect; switching costs have a significant positive impact oncustomer commitment and continuance commitment dimension，but the dimension ofaffective commitment forward no significant effect; customer commitment to customerloyalty，behavioral loyalty and attitudinal loyalty dimension is the dimension has asignificant positive effect. Third，customer commitment and sustained commitmentbetween switching costs and customer loyalty play an intermediary role，but emotionalcommitment intermediary role between switching costs and customer loyalty is notsignificant.