服务转换成本对顾客忠诚的影响——满意度与替代者吸引力的调节效应

Effects of Service Switching Costs on Customer Loyalty:Moderating Roles of the Satisfaction and Alternatives' Attractiveness

通过将顾客满意和替代者吸引力看作是调节转换成本与忠诚之间关系的变量,考察了当满意度和替代者吸引力都不同时,转换成本对忠诚的直接影响效果会发生哪些变化的问题。通过对来自于网络宽带服务业的数据进行分析,结果显示:转换成本只有在满意度和替代者吸引力同时较高或同时较低的情况下,才能直接明显地起到提升顾客忠诚、防止顾客流失的作用;在满意度较低而替代者吸引力较高的情况下,转换成本对于顾客忠诚的作用会失效;当满意度较高而替代者吸引力较低时,由于一定数量的唯利是图者的存在,其对于促销利益和转换损失同样敏感,只要替代者的促销利益还不足以弥补其转换损失,就仍会忠诚于现供应商。

Different effects of switching costs on customer loyalty were identified by the satisfaction and alternatives＇ attractiveness, when the moderating variables, the satisfaction and alternatives＇ atvractiveness were divided into two levels： low and high. The internet service industry was selected to find the evidences. The results show that the switching costs would influence the customer loyalty effectively only with high satisfaction-high attractiveness of alternatives and low satisfaction-low attractiveness of alternatives contexts. In the low satisfaction high attractiveness of alternatives context, switching costs do not has an effect on customer loyalty improving. Only the opportunity costs influence the intention to stay with the current provider in high satisfaction-low attractiveness of alternatives context.