| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 91 === In previously switching costs related literatures, the scholars by the Microeconomics viewpoint to discuss switching costs made the price decision-making and the market share influence to the merchant.
This paper wants to extend this concept, the attempt switching costs the viewpoint to analyze the customer equity, the quotation economics viewpoint explains the market phenomenon and develops research proposition.
1. When customer to competitor product appraisal enhancement, then the expense of customer retaining in the second period of product price the proportion to be bigger. The expense of customer retaining to be bigger, causes to revenue of customer retaining drop, finally causes the customer equity drop.
2. When switching cost bigger, the expense of customer retaining in the second period of product price the proportion to be smaller. The expense of customer retaining to be smaller, then causes to revenue of customer retaining rise, finally causes the customer equity increase.
3. When competitor’s price higher, then the first period of product price difference is bigger. The first period of product price is bigger.
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