An Empirical Research Of The Influence From Switching Barriers And Customers' Satisfaction To Customers' Loyalty

To ensure that the marketing dealers keep their customers, both the academe and business circles have done some in-depth research on the very influential factors such as service quality, service value, switching barriers and customers' satisfaction, however, the research results are not fully same. As for the above problem, this thesis adopts the following three elements as objects, consisting of switching barriers, customers' satisfaction and customers' loyalty. And in this thesis, the author takes three different layers of switching barriers (switch cost, inter-relations between customers and staff, replacer attraction) and two layers of customers' satisfaction (loyalty and repurchasing intention) into consideration respectively, and explores the relations among the above five factors and customers' satisfaction as separate variables.In the second chapter, this research gives a brief introduction of theoretical review on the research variables, such as customer satisfaction, switching barriers and customer loyalty. Then the third chapter puts forward the theory model of research hypothesis,the design process of variables, the methord of sampling and forms a structural equation model. The fourth chapter examines the reliability and efficiency of the data collected, then LISREL software is used to analyze the structural equation model and conclusion is drawn naturally.The results indicates that: a) customers' satisfaction has notable influence on the students' loyalty and the their re-purchasing; b) the switching cost resulted from personal economic conditions, personal physical conditions has not any notable influence on the students; c) the relationship between students and the staff doesn't effect students' loyalty and their re-purchasing intention directly, but it can be influnced by an intervening variable as students' satisfaction; d) students' choices on the marketing dealers or their products mainly depends on their competitors' products or services provided.