The impact of the customer satisfaction, switching costs and trust on customer relationship commitment

Abstract

In recent years, many enterprises establish and maintain long-term relationship with customer and retain valuable customers, which are considered as a strategic weapon. They would like to take to drive customer acquisition and non-buying behavior to realize the goal of maximizing the customer equity. Based on these, the article study the customer satisfaction, switching costs and trust on the impact of customer relationship commitment from the point of establishing and maintaining customer relationships, and build a theoretical model of this study. In order to verify the model, undergraduate students act as the survey questionnaires to collect data in this paper. The paper use correlation analysis and multiple regressions analysis to analysis the data and revealed that: customer satisfaction, switching costs and trust are positive impact on customer relationship commitment.

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Cite this paper

@article{Gan2013TheIO, title={The impact of the customer satisfaction, switching costs and trust on customer relationship commitment}, author={Yong Gan and De-rong Li}, journal={2013 6th International Conference on Information Management, Innovation Management and Industrial Engineering}, year={2013}, volume={3}, pages={189-192} }