文献类型：期刊文献

中文题名：关于转换障碍与顾客忠诚关系的研究

英文题名：An Analysis of the Impact of Switching Barriers on Customer Loyalty

作者：侯丽敏[1];王桂芝[2]

机构：[1]华东理工大学商学院,上海市200237;[2]北京物资学院经济学院,北京市101149

年份：2006

卷号：20

期号：11

起止页码：49

中文期刊名：中国流通经济

外文期刊名：China Business and Market

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2004】；CSSCI:【CSSCI2006_2007】；

语种：中文

中文关键词：顾客忠诚;转换障碍;测量维度

外文关键词：customer loyalty; switching barriers; measuring dimension

摘要：转换障碍是顾客从一个供应商转向另一个供应商过程中所发生的障碍。转换障碍在解释和预测顾客忠诚方面具有与顾客满意同样的价值,它在满意——忠诚链中的调解作用对于保留顾客具有重要意义。文章提出,转换障碍具有行业差异性,即使在同一行业,转换障碍的各维度对顾客忠诚的作用也存在明显的不同。企业应注意测量现有和预期顾客的各类转换障碍,以便更好地将其作为吸引顾客以及保持顾客忠诚总体策略中的一部分来加以管理。
The value of“ having customers, not merely acquiring customers” for enhancing the company＇s market share and long-term profit has generated considerable theoretical and practical interest. Customer loyalty becomes one of the forefront topics in marketing research fields. Some researches show that the switching barriers have potential influence on customer loyalty. The authors review foreign researches on switching barriers, focus on introducing concept and definition of switching barriers, and the switching barriers impact on customer loyalty through direct effect and moderating effect on customer satisfaction-loyalty link. The authors also discuss the theoretical and practical implications of this field, and point out research direction of the field.