A Study on the Switching Cost, Customer Satisfaction and Customer Loyalty: An Example of Automobile Maintenance Industry in Kaohsiung and Pintung Area

• Main Authors: Pei-Yin Wu, 吳佩吟
• Other Authors: Hui-Ling Ke
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/80135454418629722972

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 93 === How to improve the relationship with customers and make them satisfied is an important issue. Zeithaml, Berry & Parasuraman(1996) concluded that the leaving or staying of customers will have direct influences on financial performance, so companies can make more money by keeping loyal customers. Most of the research about the correlation between satisfaction and loyalty, found that high loyalty go with high satisfaction, and there is positive correlation between them. However, some research found there was no positive correlation between satisfaction and loyalty. Therefore there are different answers in the research about relationship between satisfaction and loyalty. This thesis is focused on the issue try to find the relationship between customer’s satisfaction and customer’s loyalty. Beside that, switching cost is also been considered to see if switching cost is the important factor in the relationship between customer’s satisfaction and customer’s loyalty. At the end of the research, we found out there is an influence to each other between customer’s satisfaction and customer’s loyalty.