The Research Of The Impact Of Different Types Switching Costs On Customer Loyalty

With the development of Chinese economic power and market economy system established, so there are more and more products and service which can be chosen in the market. Customers have a wide choice between suppliers and products, they also switched frequently. So how switching costs influence customers' loyalty and how to use switching costs to increase customers' loyalty become a very important question.This paper is based on this kind of background and research aims. This study attempts to discuss and measure the effects of switching costs on customers' loyalty with the survey of students of colleges and universities mobile consume in Guangzhou.The result from the empirical research suggests that switching costs can be divided into three types: procedural switching costs; financial switching costs and relational switching costs. We also discovered different kind of switching costs have different effect on customers' loyalty.