The Effect of Relational Benefits and Switching Barriers on Customer Loyalty : The Case of Liner Shipping Company

• Main Authors: Shu-Fen Chang, 張淑芬
• Other Authors: Gin-Shuh Liang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/37692468742868435588

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 97 === The main purpose of this paper is to explore the relationships among relational benefits, switching barriers and customer loyalty in the liner shipping from the ocean freight forwarders’ perspective. The switching barriers are considered as the moderating variable between relational benefits and customer loyalty and verify its effects. Through the Pearson correlation analysis and the hierarchical regression analysis, three findings are obtained: 1.Both relational benefits and switching barriers had a positive influence on customer loyalty, and relational benefits also had a positive influence on switching barriers. 2.Between the subfactors of relational benefits and switching barriers, only partial subfactors of them had a positive influence on the subfactors of customer loyalty. 3.The subfactors of switching barriers had a positive mediating effect between the subfactors of relational benefits and the customer loyalty. It still reveals that the subfactors of switching barriers had a positive mediating effect between the subfactors of relational benefits and the subfactors of customer loyalty.