The Study of The Influence of Building Up Switching Barriers On Customer Retention---Referred To The Financial Planning Service Industry In Taiwan

• Main Authors: Hsu, Chia-Wei, 徐家暐
• Other Authors: 吳瑞山
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/65197619060948431296

碩士 === 國立臺北大學 === 企業管理學系 === 94 === In the past, both foreign and native scholars talk about switching cost as a moderating factor. Switching cost is the cost of customer switching, and is based on customers’ viewpoint. However, switching barriers are the barriers that firms build up on customers and are based on firms’ viewpoint. Switching barrier had lacked of a comprehensive framework including its antecedent and consequence. Therefore, we hope to cross the threshold by combining the literatures. We apply questionnaires to our study in positive research, and the objects are the 775 people received financial services. Moreover, we analyze our data by factor analysis and LISREL, and the findings are the following. 1. Antecedents: ”Product Complexity”、” Product Variability”、”The Width of Product Used”、” Product Modification”、”Alternative Experience” and “Switching Experience” have positive and negative impact on switching barriers 2. Perceived Switching Barriers: “Alternative Attractiveness”、”Financial Switching Cost”、”Procedure Switching Cost” and “Interpersonal Relationship” have positive impact on customer retention. 3. Customer satisfaction has positive impact on customer retention, but switching barriers don’t have significant moderating effect on the relationship between customer satisfaction and customer retention. The financial market in Taiwan is internationalizing and competitive, and the new financial products are opened steadily. Financial service is the media between financial products and customers, and it will influence people’s life gradually. Moreover, the financial planning service market in Taiwan is going to be mature. More and more firms not only spend a lot of money and time on Ad to attract new customers but maintain the customer satisfaction and customer loyalty. Therefore, we suggest the firms lock-in their customers in order to enlarge benefit. The firms will figure out what to enhance switching barriers with the antecedents research, and they will understand the dimensions of switching barriers with our study of switching barriers. We take the Taiwan’s financial planning service market for example. Through our comprehensive framework, we hope our study can be reference for firms tailoring their marketing strategies.