The Research Of Customer Loyalty Of Automobile Dealerships Based On Switching Cost

With the appearance of more and more4S shop, the competition between them become more fierce, as a result, the low-middle level dealerships walk with difficulty. Also with the similarity of products and service, breeding and keeping customer loyalty become the key issue of enterprise developing. Customer satisfaction and switching cost are the most important factors affect customer loyalty, improving customer satisfaction is the major way to attain customer loyalty for automobile service industry, but they don’t make use of switching cost effectively. The research illustrates that there is positive relationship between customer loyalty and switching cost, in the condition of low switching cost, high satisfaction customers would leave and low satisfaction customer would stay in the high switching cost situation. In addition, there is no study on the adjusting impacts of customer believe in the automobile industry.This research uses the empirical study method and uses the questionnaire survey to take the low-middle automobiles brand customers as the object of this study, and discusses how the switching cost affects customer loyalty, as well the adjusting impacts of customer believe. The statistical analysis-result implied:1.switching cost affects customer loyalty remarkable in the low-middle4S shop;2.relationship switching cost makes the biggest contribution to customer loyalty, then financial switching cost, finally, program switching cost;3. customer believe affects seven paths between customer loyalty and switching cost;4. The impacts between customer loyalty and switching cost become stronger in the high customer believe environment.