전환성본재고객만의여고객충성관계중적작용 转换成本在顾客满意与顾客忠诚关系中的作用 : 대신강이동통신망락용호적실증연구 对新疆移动通讯网络用户的实证研究

서지정보

ㆍ발행기관 : 한국중국문화학회 ㆍ수록지정보 : 중국학논총
ㆍ저자명 : 송역평, 진소영, 조대원, 宋亦平, 陈笑盈, 赵大远

목차

0 引言
1 基本概念与研究假设
- 1.1 顾客满意度与顾客忠诚度
- 1.2 转换成本
2 研究方法
- 2.1 问卷设计与变量测量
- 2.2 样本与数据分析方法
3 数据分析与假设检验
- 3.1 转换成本的因子分析
- 3.2 转换成本对顾客忠诚度的影响
4 研究局限和未来研究方向
- 4.1 研究发现与管理实践意义
- 4.2 研究局限与未来研究方向
5 参考文献

한국어 초록

The research studies the impact of switching costs on the relationship
between customer satisfaction and loyalty through survey on the users of the
mobile telecom network in Xinjiang Autonomous Region, China. It is found that
compared to customer satisfaction, the influence on customer loyalty from
switching costs is weaker than that from customer satisfaction. The result also
suggests that the intensity of the impact from different switching costs differs
much from each other, among which, impact from the benefits costs is the
strongest, followed by process costs, and then the risk costs. Furthermore,
different from most previous research findings, the result of this
study indicates that higher switching costs do not have stronger
influence on the relationship between customer satisfaction and
loyalty.

영어 초록

The research studies the impact of switching costs on the relationshipbetween customer satisfaction and loyalty through survey on the users of themobile telecom network in Xinjiang Autonomous Region, China. It is found thatcompared to customer satisfaction, the influence on customer loyalty fromswitching costs is weaker than that from customer satisfaction. The result alsosuggests that the intensity of the impact from different switching costs differsmuch from each other, among which, impact from the benefits costs is thestrongest, followed by process costs, and then the risk costs. Furthermore,different from most previous research findings, the result of thisstudy indicates that higher switching costs do not have strongerinfluence on the relationship between customer satisfaction andloyalty.

참고 자료

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