Influence Of Switching Barriers On Customer Retention Towards Industrial Marketing

With the rapid development of industrial market, industrial marketing has also been widely appreciated, especially when the market comes to maturation period, enterprise develops slowly, the requirement of market comes saturation, and the competition between industries get more and more intensive, lots of the corporations marketing principle changed to customer retention from gaining new customers. For the industrial marketing environment, research of customer retention has become a hot topic in the academic discussion. Nowadays, lots of sciences local or aboard make more research about switching barriers and customer retention under E-market B to C and consumable marketing C to C. However, research towards industry marketing is still low step.Firstly, this article gives brief research objective and significance. Secondly, with the previous research on the local and oversea literature, a detailed analysis of the switching barriers towards indrstry marketing, its’dimensions and influencing factors are pectination. In this paper switching barriers is regarded as independent variable, customer retention is regarded as dependent variable meanwhile import customer value as mediationg variable, and the influnce among the thress factors. According to this construct a theoretical model is building. With the use of a questionnaire survey method to collect research data, utilizing empirical analysis assumptions are analyzed in this paper are verified. Using regression analysis method to study the effect of different switching barriers to the transfer path to customer retention, and thus on the perceived value of the intermediary regulation verified. This study can be seen through the switching barriers on customer retention has a positive correlation between the perceived value factors are affecting customer retention barriers in the transfer process plays a fully mediated regulation.From the conclusion of this article, the paper stressed the method of establishing switching barriers towards Industrial Corporation and on how to improve the advantage on competition. Enhance the quality of the relationship between industrial enterprises and customers, thus improving the conversion barrier positive and effective customer retention. Through this study, not only for industrial production enterprises recognize the characteristics of industrial marketing, as well as switching barriers to the formation of a clear understanding of the transfer and its influencing factors, rational use of these factors increase the switching barriers, to achieve customer retention provided for reference purposes and reference.