Research On The Mechanisms Of The Impact Of Interpersonal Relationships On Customer Retention:Based On Switching Barriers

In recent years, along with economic globalization and strategic alliances, customer groups is also experiencing great changes, and gradually becoming more important. The continuous development of the market and the gradual saturation make new customers who could be explored decreased. Customers, as a source of profit for enterprises, have been increasingly valued. And who are able to gain and retain customers will be able to obtain lasting competitive advantages in the face of fierce market competition invincible. In recent years, the life insurance industry in China is getting a rapid development. Meanwhile, because of the increasingly fierce competition environment and a series of other driving factors, it also facing problems, where one of the most serious problems is the life insurance enterprise with seriously customer loss. It is a imperative fact how to keep customer if enterprises want to reduce cost and attain lasting profit.This study is to explore the mechanism of Interpersonal relationships on customer retention. Through integrated many scholars study for customer retention we found that most scholars research on customer retention are on the in-depth study on customer satisfaction, service value and quality of service, and such other influencing factors on customer retention. Although there are many scholars also do a lot of switching barriers on customer retention, most studies focus on the switching costs. Alternative attractive by undue neglect. Interpersonal relationships has a more important influence on the role of customer retention. It was also been ignored by scholars. This study on the basis of the literature, found that there are countless ties between interpersonal, switching barriers and customer retention. This study will divided interpersonal into two dimensions:intercourse state and intercourse will, and switching barriers is divided into two dimensions of switching costs and alternative attractiveness, then study the relationship between them and the customer retention.The second part of this paper is mainly theoretical overview of three variables are interpersonal relationships, switching barriers and customer retention. The main on the third part are proposed theoretical model and the hypotheses of this study. The fourth part includes the measurement of the study variables, questionnaire design, pre-testing, sample collection and research methods, In the fifth part of this study are descriptive statistics analysis, reliability and validity analysis, LISREL analysis and hypothesis testing and effect relationship between the study variables influence coefficient analysis. Part VI of the article discussed the results of the research. Finally, the limitations of this study and future research directions are proposed.The research results show that the interpersonal relationships does not have a direct impact on customer retention but by switching barriers affect customer retention. Intercourse state and intercourse willingness as two dimensions of interpersonal can produce significant effects on the costs of conversion and alternative attraction. But the impact of the intercourse state between the switching costs greater than the impact of the intercourse state between the alternative attractive, and the impact of the intercourse willingness between the alternative attractive greater than the impact of the intercourse state between the switching costs.