【摘要】 企业形象是顾客基于长期消费经验形成的对企业的态度,并对顾客的购买决策产生影响。本文以移动通信行业为例研究了连续性服务行业中企业形象对顾客转换意向的影响。通过对368名手机用户的调查分析,实证结果表明:企业形象不但会直接降低顾客转换意向,还会起到顾客满意到顾客转换意向的中介作用,起到一个"缓冲器"的作用。尽管替代者的吸引会直接提高顾客的转换意向,但是替代者的吸引对企业形象的作用却不显著。更多还原

【Abstract】 Corporate image is an attitude that customers develop towards a company through cumulative consumption experience and it affects customer’s purchase decision.Taking mobile telecommunication industry as an example,this paper studies the effects of corporate image on switching intention in continuous service industry.Through a survey of 368 mobile phone users,the empirical results show that: the corporate image not only directly decreases customer’s switching intention,but also mediates,as a"buffer",the relationship between customer satisfaction and switching intention.Although alternative attractiveness will directly increase customer’s switching intention,its effect on corporate image is not significant.更多还原