Switching Barriers and Customer Loyalty in Chinese Mobile Telecommunication Services

摘要

Switching barriers are increasingly finding their way into models of customer loyalty, we proposes and tests an integrative model of service quality, customer satisfaction, and switching barriers. Using an empirical example based on the mobile phone service market in Chinese, this study provides preliminary results supporting subscribers repurchase decision-making process. This paper investigates how customer satisfaction and the switching barrier influence customer loyalty. The antecedents, consequences and dimensions of switching barrier are also analyzed. Implications are discussed and suggestions are developed for marketers.