An Empirical Study Of The Effect Of The Four Dimensions Of Switching Costs On Customer Retention

In the relationship marketing perspective, marketing work is focused on marketing to maintain customer, Maintenance of the enterprise customers are mainly found in the real loyal customers, And efforts to make good long-term exchange relationship with the business. Previous studies focused on the customer to maintain a "customer satisfaction-customer loyalty ", And customer loyalty as the ultimate goal. In recent years, scholars have expressed concern that switching costs to maintain customers.Literature review found that most previous studies about switching cost focused on "customer satisfaction-customer loyalty ". But many scholars have conducted in-depth analysis, study found that customer satisfaction does not directly lead to customer loyalty. Customer satisfaction is a necessary condition for customer loyalty, but not sufficient condition. In the follow-up study, scholars have found the intermediate variables:customer trust, customer loyalty. Many scholars also pointed out that the concept of customer loyalty is too broad, the simple concept of customer loyalty can not accurately define the real value of enterprise customers, scholars have developed the concept of customer retention based on the concept of customer loyalty. But the study of switching costs for the impact of customer retention is virtually blank. And many scholars have pointed out the composition of switching costs is very complex, different impact of switching costs for customers is different. Further research with different switching costs for customer's psychological reactions after purchase is very necessary.Based on these, This paper adds customer trust between the path customer satisfaction to customer loyalty. In our unique socio-cultural context switching costs will be classified. Use Structural equation model approach (SPSS 17.0, AMOS 17.0), discuss the effect of different switching costs on the "customer satisfaction-customer trust-customer retention". The results show that customer satisfaction has a positive effect on customer trust, and also the effect between customer trust and customer retention. Different switching costs have different effects on customer satisfaction,customer trust and customer retention, social switching costs and switching costs have positive effects on three variables; Loss of benefit costs have positive impact on customer satisfaction and customer retention; Exit procedures costs have negative impact on customer satisfaction, but positive on customer retention.