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本文采用SPSS11.0和LISREL8.7对移动通信顾客数据进行实证分析,研究了转换成本对顾客忠诚的作用机制,以及不同类型转换成本对顾客忠诚的影响。研究表明在移动通信行业,程序性转换成本对顾客的态度和行为忠诚影响不显著,关系性转换成本对顾客的态度忠诚却是负向的影响的关系,其他的转换成本都正向的影响着顾客的态度和行为忠诚。本研究可以为企业制定营销策略提供建设性的意见。
In this paper, we use SPSS11.0 and LISREL8.7 to empirically analyze mobile customer data, and study the mechanism of conversion cost to customer loyalty and the impact of different types of conversion costs on customer loyalty. The research shows that in the mobile communication industry, the cost of procedural conversion has no significant effect on the customer’s attitude and behavior loyalty. The relational cost of conversion has a negative impact on the customer’s loyalty, while other conversion costs have a positive impact Customer attitude and behavior loyalty. This study can provide constructive suggestions for enterprises to formulate marketing strategies.