The Relationship between Customers’ Switching Cost and Repurchase Intention: The Moderating Role of Satisfaction
Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=49140#.VDTo1VfHRK0 Author(s) Shueh-Chin Ting Affiliation(s) Department of Education, National University of Tainan, Tainan, Taiwan . ABSTRACT Past researches suggest that switching cost could retain customers and increase their repurchase intention; however, this study does not completely agree with this statement. By treating customers’ satisfaction as the moderating variable, this study attempts to identify the relationship between switching cost and customers’ repurchase intention. The research subjects of this study were consumers of mobile phone communication service in Taiwan; the customer satisfaction was divided into high, medium and low degr...