| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 91 === The brand equity is viewed as the important concept both in practice and in academy. The successful brand will create competitive advantage for the companies; besides, as competition and the costs of attracting new customers increase, companies are increasingly focusing their strategic efforts on customer retention, so the switching barrier is undoubtedly critical. This paper is trying to investigate the interactive relationship between brand equity, switching barrier and customer loyalty.
This paper object of study is the women who are older than 20 years old and live in Taipei, besides, they purchase the emulsion from the department store. The paper chose five important shopping districts where to get the samples, used quota sampling, sent 200 questionnaires and recycled 194 questionnaires. The data analysis methods are normal statistics analysis, reliability and validity analysis, t-test analysis and multiple regression analysis.
At the research results：First, when taking the brand equity in consideration only, the brand equity has positive influence on the customer loyalty. Second, when taking the switching barrier in consideration only, the switching barrier has positive influence on the customer loyalty. Third, when taking the brand equity and the switching barrier in consideration, the brand equity and the as the interpersonal relationship become stronger, the brand equity and the attractiveness of alternative will have influence on action loyalty and attitude loyalty, but the interpersonal relationship will only have influence on action loyalty.
At the management suggestions：First, customer loyalty contains two concepts： action loyalty and attitude loyalty, when combining action loyalty with attitude loyalty, the short-term and long-term profit will come. Second, to enhance the brand equity： brand is the critical factor when customer are choosing the emulsion. Third, to enhance the switching barrier：to the emulsion customer, the higher the perceived switching barrier is, the more difficult to change another brand. Fourth, to make good use of brand equity and switching barrier：although the brand equity is the main strategy, we still need to enhance the switching barrier, especially increase the interpersonal relationship and decrease the attractiveness of alternative, in this way, the customer loyalty will be strengthened.
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