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

DOI

10.2991/icsshe-17.2017.151How to use a DOI?

Keywords

satisfaction, switching cost, referent network size, mobile communication, loyalty

Abstract

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.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fengjiao Zhang
AU  - Hong Zhang
PY  - 2017/09
DA  - 2017/09
TI  - Effect of Customer Satisfaction, Switching Cost and Referent Network Size on Customer Loyalty in Chinese Mobile Communication Service
BT  - Proceedings of the 2017 3rd International Conference on Social Science and Higher Education
PB  - Atlantis Press
SP  - 601
EP  - 604
SN  - 2352-5398
UR  - https://doi.org/10.2991/icsshe-17.2017.151
DO  - 10.2991/icsshe-17.2017.151
ID  - Zhang2017/09
ER  -