| I-research shows: The scale of transaction Cross-border Retail E-commerce market reached118.44 billions and the growth rate was 111.9%,which was far more than B2 B e-commerce.Thus,with the improvement of people’s living standard, Chinese people’ demand for imported goods sustained growth.Therefore,Cross-border retail e-commerce is bursting out in the huge market potential, which has attract various companies to turn to Cross-border retail e-commerce market.In this fierce competition,the e-commerce enterprises not only consider how to attract consumers,but also consider how to maintain consumer because the cost of looking for a new consumer is higher than the cost of keeping an old consumer.So the study of cross-border e-commerce about customer loyalty is a considerable practical significance.In addition, the current research on cross-border e-commerce is mainly concentrated in the aspects of ways of supervision,development direction, policy norms, business models and so on. And it lacks the research on e-commerce marketing strategy. This article is to discuss how to improve consumer loyalty of e-commerce site from the angle of switching costs to provide feasible recommendations for e-commerce enterprises ‘marketing strategies.In view of this, this paper combine the ways of normative and empirical analysis.Based on home and aboard customer loyalty and switching costs theory and research results,this paper put forward the question which the thesis wants to resolve that how to improve consumer loyalty of e-commerce site from the angle of switching costs from the angle of switching costs.Firstly, the writer points out many scholars constructing the driving model of customer loyalty are mainly based on the perspectives of satisfaction, customer perceived value, trust, relationship quality and so on, while very little study loyalty from the angle of switching costs carefully.Thus, the writer determines the goal of this paper.Next, according to the related literature, combined with characteristics of cross-border retail e-commerce, the paper summarizes the antecedents of the switching cost, and different types of switching costs, as well as the switching cost how to affectcustomer, proposed the "antecedents-switching cost- customer loyalty theory” model and hypothesis. Among this, antecedent factors of switching cost are proposed in two ways of suppliers and customers and it includes ten dimensions involving product quality, product differentiation, website design, security or privacy, performance or reliability, customer service,relationship, reputation, experience, web using width, which broadens the antecedents of switching cost in the field of electronic commerce. The impact of switching costs on customer loyalty is divided into direct impact and indirect impact( the moderating role between satisfaction and customer loyalty).Then, this article through the questionnaire survey, obtains 229 effective samples,and uses the SPSS13.0 software to carry on the data analysis, draws the conclusion and verifies the hypothesis. Finally,This paper proposes the marketing suggestions according to the conclusion.The research results have shown that product quality, product differentiation, website design,website using width has a positive effect on the procedural switching cost; the width of using website、security or privacy, product quality has a positive impact on financial switching cost;product quality, security or privacy, performance or reliability, relationship factors have positive impacts on the relational switching costs. Satisfaction, financial switching costs, procedural switching cost and relational switching costs all have positive influence on customer loyalty.And satisfaction is of the greatest impact, followed by the financial switching costs, procedural switching cost and relational costs and three kinds of switching costs all have a moderating effect between satisfaction and loyalty and all make satisfaction has weaker effect on loyalty. |
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