TITLE:
Study on Effects of Regulation by Switching Costs in Mobile Communication Consumption of College Students
AUTHORS:
Ninghui Xie, Chunyu Zhao, Defeng Yang
KEYWORDS:
Mobile Communication, Switching Costs, Regulation Effect, Customer Satisfaction, Customer Loyalty
JOURNAL NAME:
Journal of Service Science and Management,
Vol.7 No.6,
December
16,
2014
ABSTRACT: 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.