| Recent decades, with the intensity of reform and opening-up, the tourism industry has begun to emerge, gradually coming into people’s eyes. Naturally, it also comes with complex consumption and acute market competition, enlarging market share and improving economic efficiency has become to the first objectives for enterprises. Against this background, the hotel industry is also confronted with new opportunities and larger challenges. On one hand, it has been the increasing scale of the hotel industry and the growing number of species, and products and services have also been greatly improved, which has attracted more new customers to stay. On the other hand, products and services in hotels has become increasingly homogeneous. The evolution of the internet and information technology facilitates customers to obtain more information about competitors, increasing their optional hotels, which is prone to the phenomenon of the Outflow of new customers, lead to threatening their survival and development. How to add to new customers and decrease the Outflow of old customers in the hotel industry has been the first problem to settle down. Scholars have suggested that enhancing customer repurchase intention and improving loyalty can reduce their switching behavior effectively. Some scholars have found that customer satisfaction is related with their repurchasing intention and loyalty closely, which is that the higher satisfaction and the stronger repurchase intention and the higher loyalty. But with the changes in consumer attitude and behavior, more and more empirical studies have proved that high satisfaction does not necessarily stand for a kind of high loyalty, and that low customer satisfaction does not mean low loyalty as well, and that customer satisfaction is also limited when it comes to explaining repurchase intention. Scholars are not satisfied with customer Satisfaction increasingly. In this regard, scholars began to focus on the influence of customer switching barrier on repurchase intention and loyalty.As to these problems, after sorting for a lot of reviews and results of previous studies, the writer attempts to start with switching barriers to study the relationship between repurchase intention and consumer loyalty, in order to overcome customer drain. First, according to the results of previous studies and research purposes, summarizing each variable related concepts and relationships to build research model including switching barrier, switching intention, repurchase intention and consumer loyalty, we put forward the four hypotheses and formulated the questionnaire to measure the variables. Subsequently, people as subjects are surveyed who have lived hotel at least twice, by using e-mail and investigating in the present. A field of questionnaire was conducted and the study has received a total of 422 valid questionnaires. Then, implant SPSS18.0 statistical software for collated data to execute empirical analysis, which can validate the model and assumptions of the study. Finally, the writer concludes and discusses the results of the analysis, and raises up some marketing suggestions, and pointed out the limitation and research orientation in the future.Referring to the empirical results, the completion of this study is the following:in hotel, there is of theoretical significance that switching barriers is converted into switching cost, interpersonal relationships and attractiveness of alternatives; switching barrier has an U-shaped impact on switching intention; switching barrier has a positive impact on repurchase intention; switching barrier has a positive impact on customer loyalty; switching intention has no impact on repurchase intention as well as on customer loyalty; repurchase intention has a positive effect on customer loyalty. |
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