A Study on the Relationship model of Factors Influence Home Delivery Customer’s Inertia and Loyalty－The Switching Barriers as Moderator

• Main Authors: Yi-Chen Wu, 吳羿蓁
• Other Authors: 蔡明春
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/98746525257513920612

碩士 === 中華大學 === 經營管理研究所 === 96 === The changes of people’s consumption habit and life style, consumers buy the necessary products at network or TV shopping, so the home delivery industry then become an important service industry. On the highly competitive market, customer's loyalty is the key factor to manage continuously, influence the profits of business. In addition, when consumers have already got used to the original things, then will not have strong motivation to look for substitution. The result shows that in order to consolidate customer's loyalty, the home deliveries must strengthen customer satisfaction, and improve consumers’ inertia. Accordingly this study tried to the relation of customer inertia, loyalty and the factors who probe into inertia, include frequency, price and service convenience. Furthermore, we explored switching barriers as moderator to the relationship model .The results expected to offer home delivery industry the management of operation reference. This research investigates the consumers of Hsinchu area who has used the Home Delivery Services, by carrying on questionnaire investigation in the post office and convenience store. We got 331 valid questionnaires and then used the structural equation modeling (SEM) to analysis. The results showed that inertia has high influence on loyalty. The frequency, price and convenience all have significant influence on inertia. In addition, the convenience has the highest influence. Furthermore, if Consumers have low switching barriers, convenience influences inertia highest, on the contrary, the price has higher influence.