摘要
就转换障碍的子维度对顾客忠诚的子维度的直接作用展开研究,采用方便样本收集数据,运用以偏最小二乘法(PLS)为基础的VPLS软件进行分析,原始理论模型经过修正之后,模型的信度和效度得到了保证。数据分析结果显示:转换障碍的子维度对顾客忠诚的子维度存在着积极正向作用,但是其部分子维度对顾客忠诚的作用不太显著。这可能是由于本模型中仅就转换障碍对顾客忠诚的直接作用展开研究,未引入任何的中介变量,同时也说明转换障碍对顾客忠诚的作用是复杂的,其中不仅包括直接效应,包括间接效应,探索哪些因素构成为其的中介因素应成为该领域研究的方向之一。
The paper explores the direct effect of switching barriers on customer loyalty. The analysis of convenient sample data based on partial least squares shows ： many demensions of switching barriers have positive effect on every demensions of customer loyalty, but others not do it. The resuts show that the effect of switching barriers on customer loyalty is complicated. It will be moderated by many other factors. So, the next study of the field will step forward which factors will have their moderate effects between the relationship of switching barriers and customer loyalty.
出处
《软科学》
CSSCI
2008年第6期74-77,81,共5页
Soft Science
基金
淮阴师范学院青年优秀人才计划(06QNZC006)
关键词
转换障碍
顾客忠诚
直接作用
偏最小二乘法
switching barriers
customer loyalty
direct effects
partial least squares
