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论文编号：	4336
作者编号：	2120102323
上传时间：	2012/6/7 10:56:05
中文题目：	顾客满意调节作用下的转移障碍对顾客保留影响研究
英文题目：	Analysis of Effect of Switching Barriers on Customer Retention under the moderating effect of Customer Satisfaction
指导老师：	刘建华
中文关键字：	顾客满意，顾客转移障碍，顾客保留
英文关键字：	Customer satisfaction, Switching barriers, Customer retention
中文摘要：	顾客一直是企业资源的重要组成部分，是企业生存的重要保障。企业战略的重点已经从注重吸引新顾客转移到保留现有顾客上，顾客保留对企业绩效的作用日益受到重视，如何高效的保留顾客已经成为企业界和学术界的热点和重点问题。国内外学者对顾客保留都做了相应的研究，虽然很多学者已经区分了顾客满意、顾客忠诚与顾客保留的实质，但是对于顾客保留的影响因素及其形成机制尚未达成共识。本研究在总结分析国内外相关研究成果的基础上，提出顾客保留不仅因为顾客主观上对企业提供的产品或服务感到满意，同时由于客观上存在一定的转移障碍。本文主要研究转移障碍这一单因素对顾客保留的作用，同时把顾客满意作为调节变量，探讨在不同满意度的水平下，转移障碍对顾客保留的作用机制和影响程度。本文把顾客保留细分为顾客未来态度倾向与行为方式，同时将转移障碍细分为转换成本、替代吸引力与人际关系。并根据各个变量之间的关系提出相应的研究假设。本文采用实证研究的方式，以移动通讯行业为调查对象，在借助现有文献的基础上设计量表，并完成相应的问卷，采用网上调研的方式收集数据，利用描述性统计分析、信度分析、效度分析、回归分析等方式对研究假设进行检验。通过实证分析结果表明，在不同满意度水平下，转移障碍对顾客保留的作用程度也有所差别。在高满意度水平，转换成本对顾客保留的作用不够明显，但是在低满意度水平下，转移障碍对顾客保留有重要的正向作用。在文章最后，总结了本文的研究成果与创新之处，同时指出了本研究的一些不足以及针对后续研究的建议以及对企业的营销启示。
英文摘要：	Customer is always one f the most important resource for enterprise and which is the guarantee for enterprise survival. Enterprise strategy has focused on retaining existing customers but not attracting new customers. The effect of customer retention has attracted more and more attraction and how to retain existing customers has been more and more important which has been the point of enterprise practice. Scholars at home and abroad have do sort of research on customer retention. Although scholars have distinguished customer satisfaction, customer loyalty and customer retention, there still some disagreement about factors affecting customer retention and the forming mechanism has yet reached a consensus. The paper studies the existing research of domestic and international and then proposed the view that customer retention not only because customers are satisfied with products or services, at the same time, due to the existence of certain switching barrier. The paper main studies the effect of switching barrier on customer retention without considering other factors. At the same time, we take customer satisfaction as moderating variable and analyze the mechanism and influence switching barriers on customer retention on the different satisfaction level. In this paper, the customer retention is subdivided into future customer attitudes and behavior, while the switching barriers breakdown for switching costs, alternative attractiveness and interpersonal relationship. According to the relationship between variables, we propose series of corresponding research hypothesis. The study uses the empirical research methods and takes the mobile communications industry as the research object. And designs the scale on the basis of the existing literature and complete the questionnaire. The author mainly conducts research on the internet which is convenient for respondents to fill. The paper does descriptive statistics analysis, reliability analysis, validity analysis, regression analysis and other methods to test hypotheses. The empirical analysis results show that, at the different level of satisfaction, switching barriers on customer retention effect degree are also different. At the high level of satisfaction, switching cost on customer retention effect is not obvious, but in the low level of satisfaction, switching barriers on customer retention has important positive role. In the end, this paper summarizes the research conclusion and innovation, and points out some problems with the present study as well as recommendations for the follow-up study and also raise the marketing inspiration for enterprises.
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