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) Ninghui Xie 1* , Chunyu Zhao 2 , Defeng Yang 1 Affiliation(s) 1 Management School, Jinan University, Guangzhou, China . 2 School of Business, Sichuan Normal University, Chengdu, China . 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...