With the competitive environment intense, the leader of the market gradually becomes buyers\nmarket. For the enterprise, to maintain and retain existing customers, which is to reduce the customer\nswitch to the competition as low as possible, is particularly important. Therefore, how to\neffectively seize the minds of consumers and understand their behavior trends is the crux for enterprise\nto win. This study developed a model of the influence of relationship characteristics on\nswitching costs, and we set customer characteristics as a regulated variable which was always set\nto a leading factor in the previous study. We used smart-phone users as our research object,\nthrough the method of questionnaire and established an equation model to analyze data. The results\nshowed that: (1) in general, the relationship characteristics between consumers and businesses\n(including the length of time and the kind of purchase) respectively played a positive role\non the switching costs (including procedural switching costs, relational switching costs and lost\nbenefits costs), (2) the moderating effects of customer characteristics (including involvement and\nswitching tendency) in the relationship between relationship characteristics and switching costs\n(including the procedural switching costs, relational switching costs and lost benefits costs) are\nrespectively significant. This article verifies the regulated effect of customer characteristics and\nenriches the antecedent influencing factors of switching costs. So it is of great significance for enterprises\nto better manage switching costs and effectively retain customers.
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