Switching Costs Based On Empirical Studies Of Credit Card Customer Loyalty

At present, the credit card business in China belongs to a period of rapid development, while China's credit cards of commercial banks have a higher degree of homogeneity,and the difference is not obvious.When customers select credit cards ,there is no scientific measurement of indicators, resulting from the fact that China's customers Loyalty of credit card is not high. Customers Change Cards frequently, sometimes just to get all the convenience when they change them , so the credit card market in China is not standardized,result in low customer loyalty. China's academic community has made a lot of factors to explore the impact of the customer loyalty, but it lacks research for credit cards for the empirical objects.This article is based on the above study background.In the credit card industry, credit card holders are empirical subjects.Research the influence of the satisfaction, switching costs on the behavior of the various dimensions of loyalty, loyalty intentions, emotional loyalty of the mechanism.This research shows that: firstly, conversion costs can be broken down into seven kinds of costs, learning costs, assessment costs, personal relationship loss, financial loss, loss of brand relationships, build costs, benefits, loss, etc. And they can be percepted and recognized by customers. Secondly, the mechanism of customer loyalty. The higher customer satisfaction is ,the lower customer loyalty maybe. Thirdly, switching costs is a positive driving force for credit card customer loyalty at all latitudes. Similarly,this research divides the conversion costs into three dimensions, respectively, uses SPSS software to verify their respective regression analysis of customer behavior loyalty, loyalty intentions, attitudes from procedural switching costs, financial switching costs ,and reaches the conclusion that switching costs in all latitudes plays the driving role in the credit card customer loyalty.Fouthly,different levels of satisfaction,switching costs'functions on customer loyalty driving are different. The study found that on the case of low satisfaction, the switching costs on customer loyalty has a more significant impact. This means that switching costs act as a kind of exit barriers in most cases, rather than a positive motivating factor.Fifthly, The different dimensions of switching costs have different effects on different latitudes of credit cards customer loyalty .this research uses Lisrel software to process goodness of fit analysis, shows that learning costs, financial losses cost, brand relationship loss costs, implementation costs and other factors are more relevant to customer behavior loyalty,While Customer attitude loyalty is more revelant to assessment costs,personal relationships costs and interests of the loss cost.