Effect of Customer Satisfaction, Switching Cost and Referent Network Size on Customer Loyalty in Chinese Mobile Communication Service

摘要

As the mobile communication service industry becomes more and more competitive and consumers tend to become increasing demanding, protecting the present customer base appears to be the focus of marketing strategy. In order to give advice for mobile communication service industry to improve the customer loyalty, this study constructs the conceptual model, through the empirical research method to examine the effects of customer satisfaction, switching cost and referent network size on customer loyalty in the context of mobile communication service. The results show that satisfaction and referent network size positively affect customer loyalty. And the satisfaction is found to be the best predictor of customer loyalty. This study firstly examines the effects of referent network on customer loyalty and the interactions between factors affecting customer loyalty. This is of great significance to both theoretical and practical research.