【作者】 孙强；

【导师】 常永胜；

【作者基本信息】 广东外语外贸大学 ， 企业管理， 2008， 硕士

【摘要】 随着经济的发展、社会的进步,市场竞争变得比以往任何时候都要激烈。在激烈的竞争环境下,如何挽留顾客、保持顾客忠诚成为企业界和理论界的热点话题。转换障碍作为影响顾客忠诚的一个重要因素,也成为国内外很多学者的研究对象,但目前理论界对转换障碍的维度构成、作用机制等问题还没有形成统一的认识,对不同行业进行研究所得的结论也往往不同。在这样的背景下,本文吸收借鉴前人的研究成果,构建了转换障碍对顾客忠诚影响的研究模型,并以零售银行业为例,实证检验转换障碍的各维度构成及其对顾客忠诚的直接作用和调节作用。本文以向国内零售银行业的顾客发放问卷的形式收集数据,运用SPSS软件对数据进行信、效度检验、相关分析、回归分析、独立两样本T检验等分析处理,得出了本文的结论。本文的主要研究结论如下:1.转换障碍包括转换成本、替代品吸引力、私人关系三个维度,其中转换成本包括搜寻和学习成本、沉没和丢失成本、建立成本,不确定性成本以及便利性成本五个维度。便利性成本是本文针对国内零售银行业的实际情况提出的转换成本的一个维度。2.转换障碍各维度对顾客忠诚存在直接作用,转换成本、私人关系对顾客忠诚存在正向的影响,替代品吸引力对顾客忠诚存在负向的影响。同时,转换成本和私人关系对顾客满意和顾客忠诚的关系存在调节作用,即当转换成本或私人关系升高时,顾客满意和顾客忠诚的关系变弱。3.由于便利性成本的影响,通过银行账户领取工资的顾客比不通过银行账户领取工资的顾客感知到的转换成本更高。更多还原

【Abstract】 With the development of society and economy, the competition in market is more fierce than ever before. In this condition, both the academia and practitioners put their eyes on how to keep customers and to promote their loyalty. Being an important influencing factor to customer loyalty, switching barriers have been studied by many academicians, home and aboard. However, the results are not totally the same. In this condition, based on the previous research, a conceptual model of how switching barriers affect customer loyalty was built up. In the case of retail banking, it demonstrates the layers of switching barriers, and proves the direct and moderating mechanisms of switching barriers on customer loyalty, as well.The data in the present thesis is collected from questionnaires which are completed by the customers of the domestic retail banks, and then processed with SPSS software to test the model, methods employed in this study included reliability analysis, factor analysis, correlation analysis, regression analysis and T tests of independent two samples.The main conclusions of the thesis are: (1) switching barriers include switching costs, attractiveness of alternatives and interpersonal relationships. furthermore, switching costs includes search and learning costs, sunk and lost performance costs, setting up costs, uncertainty costs and convenience costs. Convenience costs is a new layer of switching costs defined by the thesis, based on China retail banking industry. (2) the layers of switching barriers have direct effects on customer loyalty, in which switching costs and interpersonal relationships have positive effects on customer loyalty, and attractiveness of alternatives have negative effects on customer loyalty. Meanwhile, switching costs and interpersonal relationships have regulating effects on customer loyalty, the higher the switching costs or interpersonal relationships, the weaker the relationships between customer satisfaction and customer loyalty. (3) Influenced by convenience costs, customers who receive their wages through banks faced a higher switching costs than the other customers who do not.更多还原