A study on relationship among customer perceived value, customer satisfaction, customer loyalty and switching cost

• Main Authors: Ding-Chun Chou, 周鼎鈞
• Other Authors: 陳定國
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/13017285178810855507

碩士 === 淡江大學 === 管理科學研究所碩士班 === 93 === In the business marketing activities, customer loyalty has long been regarded as an important goal. Generally speaking, there two means for enterprise to retain customers. One is to deliver superior customer value and customer satisfaction derived from excellent services and quality products, the other is to set up a high switching obstacle. The emergence of World Wide Web (WWW) has brought dramatic changes to both business operations and consumer lifestyles. Because web shopping is convenient and time saving, consumers can easily compare prices and product features across suppliers with rich, free information available. With now consumers have more bargaining power, lower switching costs, and an increased number of choices available, it is more difficult for enterprise to set up customer satisfaction and customer loyalty. So understanding on-line shoppers’ purchase intentions has become an more important topic for enterprise. And it is necessary to explore how significant the switching costs effect on consumers in the internet too. This research attempt to investigate the relationship among customer perceived value, satisfaction, loyalty, and switching cost in the on-line bookstores. There are four objectives in this study. They are as follow: 1.To set up the constructs of customer perceived value in the on-line bookstores. 2.Exploring the roles of customer satisfaction and perceived value in producing online customer loyalty. 3.Exploring the mediating role of customer satisfaction in the value-loyalty relationship. 4.Exploring how switching costs moderate the effect of customer satisfaction and perceived value on customer loyalty.