The Empirical Study On Repurchase Intention Influenced By Interpersonal Relationship And Switching Costs

Nowadays, with the increasingly fierce competition and the extending of marketing study, the customer repurchase and customer loyalty are gradually becoming the hot-topic of the marketing scholar. Scholars and managers both realize that it is difficult to improve the performance of the enterprises through obtaining new customers, meanwhile they find that the cost of obtaining new customers is far more than the cost of maintaining old customers. However, the old customers under the attractiveness of the alternative product maybe escape, if they are not serviced well. This kind of way to obtain new customer continuously under the offensive strategy will cause the waste of resources and the lost of customers.Under this situation, no matter the scholars or the managers, they all focus on the retention of old customers, and then the literatures about customer repurchase and customer loyalty appear. Some literatures that study on customer repurchase, scholars always consider customer satisfaction as its independent variable, meanwhile, some scholars indicate that the switching cost also the independent variable of customer repurchase, to some extent, switching cost paly a important role. This paper mainly concentrate on the study of related factors which have some impact on the customer repurchase, and focus on one factor that haven't gotten others scholars'attention in the past, it is interpersonal relationship, study that the relationship bettween the customer repurchase and the interpersonal relationship and switching cost, this paper finally found a model among them, based on the ancestors'research.After the establishment of the model, this paper chooses the haircut industry as the research object, this service industry has the characteristics that include high-contact, customization and individualization. Next, this paper makes the following research object: firstly, according to the literature review, the paper consider the interpersonal relationship and switching cost as the independent variables and the customer repurchase intention as dependent variable to discuss the influence to customer repurchase; secondly, take the haircut industry for example to discuss the relationship between the customer repurchase intention and the interpersonal relationship and switching cost, finally, see the interpersonal relationship as the moderator variable to study the influence of switching cost to repurchase intention.On the aspact of the collect of the data, according to the typical characteristics of the haircut industry, the author distributes the questionaires through electrical way and paper, the internet questionaires are distributed through QQ and E-mail, and the paper questionaires are distributed in the haircut bar around the JILIN university. About the scales, for the task's smoothly completed, the author consider the reality of service industry, the repurchase intention of haircut industry is choosen, according to the research variables and reality, at last the scale of repurchase intention comes from Oliver and Swan(1989), the scales of interpersonal relationship come from Gremler(1995). When it comes to the data analysis, the paper uses descriptive statistics to test the characteristics of the respondents, uses Cronbach a and factor analysis to test the reliability and validity of each variables'constructure, uses correlation analysis and regression analysis to test the hypothesis model.On the constructure, this paper is divided into five chapter, as the following:Chapter one presents the theoretical and practical background of the repurchase intention, and put out the purpose of the paper as well as the investigate, at last summarize the the basic content and constructure.Chapter two review the literature, firstly summarize the related theory and research literatures on repurchase intention from three aspacts which are definations, theoretical basis and affect factors; then conclude the researchs on interpersonal relationship that the ancestors have done mainly form the defination and theoretical basis; at last analyze the switching costs'defination and division.Chapter three introduce the hypothsis model and research design of the paper, first of all the hypothsis of the relationship between the repurchase intention and the interpersonal relationship and switching costs are put out; and then the scales of the paper are intruduced; at last the way of the collection of data are made.Chapter four is about the analysis of the data and the test of the hypothsis, at first the characteristics of the sample are introduced, next is the test of the constructure, reliability and validity of the scales; finally it is about the test of the hypothsis model.Chapter is the conclusion and future research, the finding of the paper is introduced, and then the lightening of the paper is given, finally is the limitation and the future research.The main conclusion of the paper is that: Interpersonal relationship will be the important independent variable of repurchase intention in some industry, even maybe the main independent variable, this is the complement to the past study on repurchase intention; the paper also find that the interpersonal intention may paly a moderator in the relationship between switching costs and repurchase intention.