전환비용과 고객애호도가 고객만족과 재구매 의도에 미치는 영향에 관한 연구 - 이동통신 업체를 중심으로 -

Switching Cost and Customer Loyalty preference on Customer Satisfaction and Repurchase

This study attempts to investigate a general service sector model which aims to describe the extent to which customer repurchase intention is influenced by customer satisfaction, customer loyalty, switching cost. 195 consumers in service sector were used into data analysis. The data were analyzed by factor analysis and Structural Equation Model using SPSS and AMOS program. The results show that nearly all of the hypothesized relationships construct are supported. First, the direct effects of customer satisfaction on customer loyalty and switching cost were com firmed. The service company not only strengthens customer loyalty, but also strategically makes the most use of switching cost to satisfy customer satisfaction and create sustainable company advantages. Second, the interactive relationships among switching cost and customer loyalty were very significant. The proper management of these mediating variables plays key roles in connecting customer satisfaction with repurchase intention. Third, the effects of customer loyalty and brand preference on repurchase intention were supported but switching cost rejected in the path analysis. Implications of the results for path analysis are discussed and future research directions are offered.