跳至主要内容

Study on Effects of Regulation by Switching Costs in Mobile Communication Consumption of College Students

Read full paper at:
http://www.scirp.org/journal/PaperInformation.aspx?PaperID=52322#.VJDXW8nQrzE

Author(s) 
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.
Cite this paper
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. 
 

[1] Lam, S.Y., Shankar, V., Erramilli, M.K. and Murthy, B. (2004) Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context. Journal of the Academy of Marketing Science, 32, 293-311.
http://dx.doi.org/10.1177/0092070304263330
[2] Jahanzeb, S., Fatima, T. and Khan, M.B. (2011) An Empirical Analysis of Customer Loyalty in Pakistan’s Telecommunication Industry. Journal of Database Marketing and Customer Strategy Management, 18, 5-15.
http://dx.doi.org/10.1057/dbm.2011.2
[3] Dick, A.S. (1994) Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99-113.
http://dx.doi.org/10.1177/0092070394222001
[4] Li, X.G. and Duan, X.K. (2011) The Relationship among Switching Cost, Customer Satisfaction and Customer Loyalty Based on Mobile Communication Customer Behavior. China Soft Science, 4, 154-160.
http://dx.doi.org/10.3969/j.issn.1002-9753.2011.04.018
[5] Zhang, X.A. and Tian, P. (2007) An Empirical Study of Relation Between Customer Satisfaction and Customer Loyalty. Journal of Management Sciences in China, 4, 62-72.
[6] Fornell, C. (1992) A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 6-21.
http://dx.doi.org/10.2307/1252129
[7] Burnham, T.A., Frels, J.K. and Mahajan, V. (2003) Consumer Switching Costs: A Typology, Antecedents, and Consequences. Journal of the Academy of Marketing Science, 31, 109-126.
http://dx.doi.org/10.1177/0092070302250897
[8] Wu, E., Cutright, K. and Fitzsimons, G. (2011) How Asking “Who Am I?” Affects What Consumers Buy: The Influence of Self-Discovery on Consumption. Journal of Marketing Research, 48, 296-307.
http://dx.doi.org/10.1509/jmkr.48.2.296
[9] Hu, A.W. and Hwang, I.S. (2006) Measuring the Effects of Consumer Switching Costs on Switching Intention in Taiwan Mobile Telecommunication Services. Journal of American Academy of Business, 9, 75-85.
[10] Ting S.C. (2014) The Relationship Between Customers’ Switching Cost and Repurchase Intention: The Moderating Role of Satisfaction. Journal of Service Science and Management, 7, 313-322.
http://dx.doi.org/10.4236/jssm.2014.74028
[11] Lam, S.Y., Shankar, V., Erramilli, M.K. and Murthy, B. (2004) Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context. Journal of the Academy of Marketing Science, 32, 293-311.
http://dx.doi.org/10.1177/0092070304263330
[12] Wen, Z., Hau, K.T. and Chang, L. (2005) A Comparison of Moderator and Mediator and Their Applications. Acta Psychologica Sinica, 37, 268-274.
[13] Cohen, J. and Cohen, P. (1975) Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences. Erlbaum Associates, Hillsdale, New Jersey.                                                     eww141217lx
标签：

评论

发表评论

此博客中的热门博文

Does Immigration Promote the Investment of the Monopolistic Firm?

In the present paper, we examine the effect of increasing uncertainty of immigrants’ growth on the optimal timing of investment of a firm that has a monopolistic power over the labor market. It is revealed that when the uncertainty of immigrants’ growth is more than a threshold level, increasing uncertainty of immigrants’ growth accelerates the optimal timing of firms’ investment and enhances the economic growth, even if the uncertainty of immigrants’ growth is formulated by the geometric Brownian motion, which is in sharp contrast to the standard result that an increase in the uncertainty postpones the optimal timing. With an increase in the immigrants over the past ten years, workforces in the host countries have been growing significantly to the extent that the immigrants represent 70% of the increase in the workforce in Europe, and 47% in the United States as OECD indicates. In the present paper, we attempted to investigate the effect of increased uncertainty caused by the growi...
发表评论
阅读全文

Education Policy Implementation: A Mechanism for Enhancing Primary Education Development in Zanzibar

Education is one of the fundamental rights of individuals; therefore, the government of a country needs to develop and strengthen educational policy and quality as well as to ensure that everyone has equal access to basic education. The improvement of access and quality of education in the world is becoming as an essential factor in development, whereas the basic education (primary school), is acknowledged as a foundation of the higher educational development for every country. To fulfill this goal, governments introduce several policies and procedures; however, it requires some reforms and participation from the politician, policymakers, and other stakeholders to re-examine educational policy so that it can lead to multiplication and betterment of the reforms. Educational reforms actually focus on accountability. A positive educational development and reform is very challenging and needs more effort and strategy on how to use and utilize the resources effectively as such it can achie...
发表评论
阅读全文