The Study On The Factors Influencing Customer Switching Intention

As the market economic system of China gradually established, industrial products and consumer goods have been extremely enriched, and there is much more space for customer to chose merchandise, customer switching behavior has become very usual, the trend of customer switching behavior has become irreversible, and it will be growing, which brings out a serious impact on corporate profitability and viability. The researches of retaining customers, promoting customer repurchase, improving customer loyalty become the focus of concern. In academia, the reach of customer switching behavior focuses on the influencing factors. At present, in China, there is few empirical reaches of customer switching behavior, and area of reach is limited, there is no precise model of switching behavior.Therefore, the study is on the basis of reviewing extensive literature, researching the factors of customer switching intention, the study is going to find what factors will affect consumer switching intention. The study constructs a theoretical model introducing the mechanism of how customer perceived value, customer satisfaction, customer trust, customer commitment and switching barriers influence switching intention. The study makes use of questionnaire (scale) and statistical analysis software, does the empirical research of the theoretical model. The study results show that mentality switching has direct impact on switching intention; customer commitment, alternant appeal have direct and indirect impact on switching intention; switching cost, customer satisfaction, customer trust, customer perceived value have no direct but indirect impact on switching intention. Mentality switching has the greatest overall impact on switching intention, the second is customer commitment, and switching cost has the least overall impact on switching intention.According to the conclusions of this study, combined with problems that arose in practice, this study presents the corresponding management proposals, such as emphasizing on presenting product's/service's value and improving customer delivered value; focusing on the improvement of customers satisfaction, but also getting out of the misunderstanding: "satisfaction is King"; building a trusted, reliant relationship with customer, leading customer makes commitment; increasing switching cost, paying attention to competitor, enhancing the appeal oneself, so the switching barrier will be enhanced; paying attention to service recovery, and so on.