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URN etd-0714105-163544 Statistics This thesis had been viewed 3011 times. Download 3249 times. Author Ling-Huei Wang Author's Email Address email@example.com Department Management Business Administration Year 2005 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 70 Title USING SWITCHING BARRIERS AS MODERATOR TO EXPLORE THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND
Keyword relationship quality customer satisfaction customer loyalty core service quality and switching barriers and switching barriers core service quality customer loyalty customer satisfaction relationship quality Abstract With national income increases, people are more and more willing to purchase life insurance policies to decrease their risks. However, the competition for life insurance companies is fierce than ever before, because there are more and more life insurance companies established. As costs of attracting new customers increase, how to maintain current customers to build a long-term relationship so as to enhance customer loyalty has become the life insurance company’s important tasks. Customer satisfaction has always been treated as a determinant component in many customer retention programs; however, recent studies found that although satisfaction is a necessary component of loyal or secure customers, the mere quality of being satisfied with a company does not necessarily make customers loyal. It shows that the connection between satisfaction and loyalty is tenuous. Prior researches focused on the moderating effect of “switching costs” between the relationship of customer satisfaction and customer loyalty. In face, in addition to the switching costs, companies still provide with other barriers to retain customers, such as relationship investment, attractiveness of alternatives, and service recovery.
The study emphasizes the moderating effect of switching barriers between the relationship of customer satisfaction and customer loyalty which differs from prior studies that focused on switching costs. This research contains 160 valid samples in Taiwan, and uses Structural Equation Modeling (SEM) to evaluate the moderating effect of switching barriers on customer loyalty.
The main results are as follows: there is (1) the core service quality and relationship quality are important antecedents of customer satisfaction, and have positive relationships; (2) customer satisfaction is key factor of customer loyalty, and has positive relationship; (3) switching barriers have moderating effect, and the relationship between customer satisfaction and customer loyalty is stronger for customers with high switching barriers than for those with low switching barriers; (4) switching costs is insufficient to explain customers’ switching behavior. Based on the research findings, the study suggests that the management of life insurance service industry should focus on each element of switching barriers to develop more effective customer loyalty programs.
Advisor Committee Mei-fang Chen - advisor
Jin-li Fu - co-chair
Nan-hong Lin - co-chair
Files Date of Defense 2005-06-21 Date of Submission 2005-07-14