Research Of Switching Costs' Effect On China's Mobile Customer Loyalty

The management of customer loyalty has paid increasing attention to the role of switching costs in our nation's mobile communication industry in recent years.It is not enough to clarity customers'repurchase intention with customer satisfaction. According to this,the author outlines the research objective.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 Beijing. The author collected 208 samples by questionnaire investigation, and then tests the model by SPSS16.0. Finally, the author discusses the results, indicating the implications on theory and practice and points out the research limitations and future research directions.The result from empirical research indicates some suggestion. Switching cost can be divided into three types:procedural switching cost, financial switching cost and relational switching cost.Relationship significantly influences three types of switching costs.Service quality significantly influences procedural switching cost and relational switching cost. Customers' investment positively influences customer procedural switching cost. The more procedural switching cost and relation switching cost are, the stronger repurchase intention it is, while the effect of financial switching cost and repurchase intention is weak.