| This dissertation analyzed the customer switching cost and repurchase intention(RI) of china mobile communication service based on the theory of customer relationship lifetime periods.The dissertation reviewed previous literatures about customer switching cost, RI and customer relationship lifetime periods. Based on the empirical research of relevant literatures, the author analyzed customers switching cost and its effect on RI,and tried to find out switching costs'variation and the effects'variation with customers in different relationship lifetime periods. According the empirical research, the author constructed a model of switching costs, RI and customer relationship lifetime periods. Switching costs can be divided into three dimensions: Procedural switching costs, financial switching costs and relationship switching costs. Customer relationship lifetime period was used as moderator variable. Switching costs can influence the RI positively. The author collected data through questionnaires and analyzed the data by SPSS11.5. The model and hypothesis were verified by the analysis results.Through the above research work,the main conclusions were as follows:Firstly, Procedural switching costs and relationship switching costs have a significant positive correlation with the RI. Relationship switching costs was the main factor. Financial switching costs'influence was not significantly.Secondly, customer relationship lifetime periods could influence the relationships of customers switching costs and RI. In different periods, different kinds of customers switching costs affect the RI. The same switching costs in different periods have different effects.The main contribution of this dissertation is that it combined the theory of customer relationship lifetime periods. The analyze conclusion maybe helpful for the mobile communications service enterprises. It could give them some advices and suggestions to the management of the switching costs and customer relationship. |
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