服务业中顾客转换行为整合模型的实证研究

Empirical Research on Integrated Model of Customer Switching Behavior in Service Industry

近年来顾客流失率越来越高,如何防止顾客流失已经成为企业面临的一个重要问题。只有在事前了解顾客流失的原因,采取针对性的措施,才能更好的维持与顾客长期稳固的关系。但是目前对这一现象本身进行分析的实证研究并不多,本文在文献回顾和总结的基础上把影响消费者转换行为的因素分为推动因素,拉动因素以及调节因素三个方面,提出了一个整合模型并进行了实证研究,研究结果发现,拉动因素即替代者的吸引力对顾客转换行为的影响最大,其次才是推动因素,包括高的感知价格,低的服务质量以及负面的口碑传播,转换成本的调节作用在研究中没有得到验证。这说明消费者即使在对原有企业没有任何不满的情况下也会因为发现了更有吸引力的供应商而离开,同时企业自身的一些因素对转换行为也有重要影响。

In recent years customer turnover rate was getting higher,how to prevent customer to switch already became an important question which managers faced.Understanding the reasons for the loss of customers in advance and take measures,company can maintain the long-term relationship with their customers.However,there are limited researches investigated this complex phenomenon,based on the literature review,the paper analyzed this phenomenon from three different kinds of switching determinants:push factors,pull factors and moderator factors in service industry.The results indicted,pull factors has the most significant influence on switching intention;push factors including high perceived price,low service quality and negative word of mouth,also has significant influence on switching intention;but the moderating effects of switching cost on customer switching intention do not exist.This means customer may be lured to a more attractive service provider even in the absence of problems with their service provider,and factors from company themselves will also influence switching behavior.