Author(s)

Ninghui Xie^1*, Chunyu Zhao², Defeng Yang¹

¹Management School, Jinan University, Guangzhou, China.
²School of Business, Sichuan Normal University, Chengdu, China.

A theoretical hypothesis that switching costs have effects of regulation is proposed by analyzing relations among switching costs, customer satisfaction and customer loyalty in the field of mobile communication consumption of enrolled college students. Then relevant data are acquired from questionnaires, processed with SPSS 20.0 Statistical Program and subjected to hierarchical regression analysis to test the hypothesis. Finally, it is concluded that, among different dimensions of switching costs, procedural switching costs have a significant effect of regulation between customer satisfaction and customer loyalty, but the financial and relational switching costs have not significant moderating effect. Thus, to improve customer loyalty, operators are suggested to enhance customer satisfaction and procedural switching costs simultaneously.

Mobile Communication, Switching Costs, Regulation Effect, Customer Satisfaction, Customer Loyalty

Xie, N. , Zhao, C. and Yang, D. (2014) Study on Effects of Regulation by Switching Costs in Mobile Communication Consumption of College Students. Journal of Service Science and Management, 7, 440-445. doi: 10.4236/jssm.2014.76041.