转换成本在顾客满意度与忠诚度之间关系中的作用——兼宽带客户转换成本的归纳性分析

The Impact of Switching Costs on the Relationship between Customer Satisfaction and Customer Loyalty——A Qualitative Research on Switching Costs in the Broadband Services

转换成本是近年来顾客满意和顾客忠诚研究的焦点问题,是解释顾客忠诚形成机理的重要因素,是帮助人们更深入理解满意度与忠诚度之间关系的重要工具。文章回顾了转换成本的内涵及其分类,论证了转换成本在顾客满意与顾客忠诚关系中的作用,以宽带服务为背景对客户感知的转换成本进行了归纳性分析,指出了基于转换成本建立顾客忠诚的对策建议。

The concept of switching costs is an important issue in the area of customer satisfaction and customer loyalty research in recent years. Switching cost is one of the most important factors that can be used to explain the generation process of customer loyalty; moreover it can help us further understand the relationship between customer satisfaction and loyalty. Fist. this article discusses the different definitions and types about switching costs, and confirms the moderating effect of switching costs on the relationship between satisfaction and loyalty. Second. basing on the open-ended-question investigation, we analyze the dimensions of switching costs in broadband service industry. At the end. it puts forward some managerial implications about how to build customer loyalty based on switching costs.