A Research On Influence Factors On Supplier Change Decision-making

In fierce marketing competition, customer switching behavior brings tremendous influence to enterprise, which makes research on customer switching behavior an important field. Current researches are mainly carried out in service field, and focusing in switching behavior influence factors, customer change decision making process and difference between switcher and stayer. However, this kind of research nationwide are not as many, research scope is also constraint. Focusing on frequent supplier switching phenomenon in manufacture enterprise, this research would like to draw on the experience of service field switching behavior train of thought, and analyze on reason as well as effect of manufacture supplier switching phenomenon.Base on document review and summarization, this research classifies influence factor on supplier switching decision-making into internal factor, external factor and moderator factor three categories. And these influence factors are elaborated as push factor of low quality, high price, poor service performance, weak design capability; pull factor of competitor attraction; internal factor of purchase strategy, relationship factor, moderator factor. A model is integrated from the above eight respects, and it is verified through questionnaire, statistics software analysis. The research comes to conclusion that pull factor of competitor attraction influence supplier switching decision-making most, pull factor of weak design capability influence secondly, and effect of internal factor as well as switching cost’s moderating aren’t verified.According to conclusion drawn from this research, and combined with problems appeared in practice, this paper propose some managerial suggestion, such as more attention should be paid to core capability and design capability instead of traditional factor of price, quality, service in supplier select and switch decision-making in order to choose the right supplier which would contributes most to enterprise. From supplier’s side, how to make differential competition strategy and improve client satisfaction as well as loyalty becomes more and more important in such marketing circumstances that switching cost continuously reduce and much easier. Besides of these, supplier should also pay attention to core capability and design capability building, through increased investment in these fields to retain client and accordingly win the competition. Research constraint as well as future study is also pointed out in this paper.