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An Empirical Study of the Credit Card Customer Switching Costs

Author: XueZhuo
Tutor: ChenYing
School: Nanjing University
Course: Industrial Engineering
Keywords: conversion costs influencing factors customer loyalty credit card
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 64
Quote: 0
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In the increasingly competitive environment of the credit card industry, the card issuer is not only to get the customer, the most important thing is to be able to improve customer loyalty, reduce customer switching intention. In recent years, academics have already made many study on switching costs and satisfaction, but there have little research on switching costs and its influencing factors, especially lack of empirical analysis.This article is based on such research background, empirical object to the credit card industry, from the classification of switching costs, influencing factors, switching costs and customer loyalty relationship model, different types of switching costs on customer loyalty effect differences, ECDC normative analysis and empirical research methods, a comprehensive and systematic analysis of the impact of switching costs on customer loyalty mechanism.The results of the empirical analysis show that the credit customer conversion cost factor is product complexity, product heterogeneity, the degree of product use, industry experience and relationship factor. Among them, the product complexity, product complexity differentiation, the degree of product use and the relational factor have a positive impact on the conversion cost. Industry experience has a negative impact. Three types of conversion cost are all positive customer loyalty driving factor.

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