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A Study on Customer Switching Costs and Repurchase Intention in Mobile Communications Services

Author: GengBin
Tutor: XuShengJiang
School: Zhejiang University of Finance
Course: Business management
Keywords: The cost of the program to convert Financial costs of conversion Relationship switching costs Repeat purchase intention Customer relationship life cycle
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 117
Quote: 0
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Abstract


In this paper, the customer relationship life cycle theory of the Chinese mobile communications services customer switching costs and repeat purchase intention problems. First customer switching costs, customer repeat purchase intention and customer relationship life cycle literature review and summarize, combined with the characteristics of the mobile communications industry, mobile communications customer switching costs constitute and conversion costs for repeat purchase intention the impact, in accordance with the theory that customer relationship life cycle costs of conversion and repeat purchase intention relationship from regulation. In the theoretical basis, the paper constructs a theoretical model conversion costs and repeat purchase intentions relationship, and customer relationship life cycle as adjustment variables introduced into the model. The model will be divided into switching costs the program conversion costs, financial costs of conversion and the relationship between switching costs. References relevant literature design produced a questionnaire, resume 1083 samples of data through questionnaires, the data analysis processing using statistical software SPSS11.5, the data analysis methods used correlation analysis, regression analysis, and analysis of variance through data analysis to validate the models and assumptions. Finally, we come to the following conclusions: 1. The program switching costs and relationship costs of conversion of repeat purchase intention significantly positive impact on the relationship switching costs greater impact; financial switching costs are not a significant positive effect on repeat purchase intention. 2 customer relationship life cycle of the switching costs and repeat purchase intention relationship from regulation. In the different stages of the life cycle of the customer relationship, the of various conversion cost impact on repeat purchase intention. During the inspection period, the program conversion cost of repeat purchase intention significantly positive effect on the financial costs of conversion and the relationship between conversion cost is not significant; formation of three types of switching costs have a significant positive impact on repeat purchase intention, program conversion cost impact; stabilization period, three switching costs are on repeat purchase intention significantly positive effect on relations switching costs greater impact. Same switching costs in the different stages of repeat purchase intention, with the continuous development of the customer relationship, the impact of the program switching costs gradually weakened, constantly enhance the financial costs of conversion and the relationship between the impact of switching costs. The innovation of this paper is to combine the customer relationship life cycle theory, from a new perspective to study customer switching costs and repeat purchase intention problems, identify differences in customer switching costs in the different stages of the customer relationship life cycle, proved a different stage customers switching costs on repeat purchase intention changes targeted implementation of the conversion cost management and customer relationship management, enterprise reference value and reference.

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