转换成本对顾客感知价值与忠诚度的调节作用  

The Moderating Effect of Switching Cost on Perceived Value and Customer Loyalty

作　　者：陈秋英[1] 

机构地区：[1]厦门理工学院文化传播系,福建厦门361024

出　　处：《厦门理工学院学报》2011年第3期85-89,共5页Journal of Xiamen University of Technology

基　　金：厦门理工学院引进人才项目(YSK10016R)

摘　　要：通过对移动服务用户的实证调查研究发现,顾客忠诚度可分为重复购买及推荐和价格容忍两个维度;感知价值正向影响顾客忠诚度,但其对顾客忠诚度的影响受到转换成本的影响。财务型转换成本会对感知价值与重复购买及推荐行为间的关系产生调节作用,同时,转换成本会对感知价值与价格容忍行为间的关系产生调节作用。因此,运营商可通过转换成本对顾客感知价值与忠诚度的调节作用来制定精准的营销战略。Empirical researches indicate that customers with high satisfaction may not keep loyal,while loyal customer may has low satisfaction.Empirical studies on mobile users show that customer loyalty can be divided into two dimensions-repeat purchase recommendation and price tolerance.Switching costs can be divided into financial switching costs and non-financial switching costs.The results show perceived value has a positive effect on customer loyalty.Both the financial switching costs and the non-financial switching costs have positive moderating effects on the relationship between perceived value and repeat purchase recommendation.The conclusion can be used to improve their strategic marketing programs.

关 键 词：转换成本 感知价值 顾客忠诚度 调节作用 移动用户 

分 类 号：F274[经济管理—企业管理]