The Affecting Factor Of Customer Satisfaction Based On The Consumer Brand Switching

Recently, there are more and more researches on customer satisfaction which is considered as a main factor for customer retention. However, many present researches about customer switcher only take firm with customer "switched-to" as their targets and neglect that some customers with high satisfaction and loyalty will also leave because of some uncontrollable reasons. These "switched-to" customers make the customer structure of "switched-from" firm complex. Although more and more researches realized that customers are not similar, few reasons making the customers different were found.Taking mobile phone as example, this paper employs explored demonstrative study to discuss the different factors which affects the satisfaction among the three types of consumers. First, the paper begins with a literature review of relevant theories, including brand switching and customer satisfaction. Then proposes a model of the paper based on literature review, and also the hypothesis. Based on the review of other relative factors, the paper develops a multi-level attributes scale of mobile phone. At last, data are analyzed through stepwise regression analysis. Research shows that the factors which affect the consumer satisfaction are different among three types of consumers. The author proposes the implication and future research.The theoretical significance of this paper is that: a) from the new aspect, it expands of the brand switching theory to discovering the difference affecting customer satisfaction between the "switched-to" firm and "switched-from" firm after the consumer switched to another firm. b) Improving the research methods on factors affecting customer satisfaction, introducing the means-end to the research of product attribute. Explaining the attitude differences among three consumers thorough the different levels of satisfaction. The practical significance of this paper is that: According to the result of the factors affecting customer satisfaction among three consumers, the firm can establish different strategies among the different customers and improve the competence of the firm.