不同类型转换成本的调节作用机制研究  

Research on the Moderation Effect Mechanism Based on Different Types of Switching Costs

作　　者：金晓彤[1] 陈艺妮[1] 焦竹[1] 

机构地区：[1]吉林大学商学院,长春130012

出　　处：《管理评论》2010年第5期42-46,68,共6页Management Review

基　　金：国家自然科学基金项目(70772051);国家社会科学基金项目(09BJL056);教育部新世纪优秀人才支持计划(450021230274)

摘　　要：转换成本对于顾客满意与顾客忠诚之间的关系具有调节作用,这一观点已经得到了普遍的认可。本文以移动通讯业为例,采用多元调节回归(MMP)进一步分析了不同类型转换成本的调节作用,研究结果发现,程序转换成本的调节作用最大,关系转换成本次之,财务转换成本的调节作用最小。Switching costs have a moderation effect on the relationship between customer satisfaction and customer loyalty,which has been widely recognized by most scholars.In this paper that take the mobile telecommunications industry as an example,we use moderated multiple regression（MMR） to examine the moderation effect of different types of switching costs.The results indicate that procedural switching costs have the largest moderation effect,relational switching costs have less effect,and financial switching costs have the least effect.

关 键 词：顾客满意 顾客忠诚 转换成本 

分 类 号：F274[经济管理—企业管理]