转换壁垒认知对顾客虚假忠诚影响的实证研究  

Empirical Study on the Impact of Switching Barrier Perception on Spurious Customer Loyalty

作　　者：张婧[1] 田羲[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《中国地质大学学报（社会科学版）》2009年第3期90-95,共6页Journal of China University of Geosciences(Social Sciences Edition)

摘　　要：本文基于文献回顾和焦点小组访谈,构建了研究的基本概念框架和若干假设,并选择移动通信服务和银行金融服务作为对象,对转换壁垒认知和顾客虚假忠诚之间的关系及调节变量的影响进行了实证研究。得出如下结论:转换壁垒包括八个维度;转换壁垒认知的确是维持不满意顾客重复购买意向的重要原因之一;性别、顾客不满意度、冲动特质具有明显的调节作用;求新特质的调节作用并不显著;产品涉入度包括四个维度,不同维度具有不同方向的显著调节作用。研究结果对于服务企业实施竞争策略和顾客忠诚策略有重要的管理启示。Conceptual framework and research hypothesis are developed based on literature review and fo- cus group discussion, and the relationship between switching barrier perception and spurious loyalty as well as the role of moderating variables in mobile communication industry and banking service industry are empirically examined. Important research findings include： Switching barriers include eight dimensions; the perception of switching barriers is actually one of main explanations for dissatisfying customer to maintain repetitive purchasing intentions; gender, customer dissatisfaction and consumer impulsiveness have significant moderating effect on the above relationship; the role of consumer innovativeness is not proved; product involvement includes four dimensions and different dimensions have significant moderating effects in opposite directions. Those findings can provide significant managerial implications for service suppliers to implement competitive strategy and customer loyalty programs.

关 键 词：转换壁垒 转换成本 虚假忠诚 顾客满意 服务营销 

分 类 号：F715[经济管理—产业经济]