THE EFFECT OF CUSTOMER VALUE, CUSTOMER SATISFACTION, AND SWITCHING COSTS ON CUSTOMER LOYALTY: AN EMPIRICAL STUDY OF HYPERMARKETS IN TAIWAN

被引:40
作者
Tsai, Ming-Tien [1 ]
Tsai, Chung-Lin [1 ,2 ]
Chang, Han-Chao
机构
[1] Natl Cheng Kung Univ, Dept Business Adm, Tainan 70101, Taiwan
[2] Chang Jung Christian Univ, Dept Finance, Tainan, Taiwan
来源
SOCIAL BEHAVIOR AND PERSONALITY | 2010年 / 38卷 / 06期
关键词
hypermarket; customer value; customer satisfaction; customer loyalty; nonmonetary switching costs; ANTECEDENTS;
D O I
10.2224/sbp.2010.38.6.729
中图分类号
B84 [心理学];
学科分类号
04 ; 0402 ;
摘要
Hypermarkets play an increasingly important role in the retail industry in Taiwan. In this study hypermarket customers in Taiwan were surveyed, using switching costs as a variable, to explore the relationship between customer value, customer satisfaction, and customer loyalty. The results indicate that a customer with a more positive perception of the value of products/services has a more positive evaluation of the hypermarket, greater satisfaction, and loyalty. Greater satisfaction combined with greater concern over nonmonetary switching costs also increases customer loyalty to the hypermarket. These findings may help hypermarket operators to develop their businesses further in Taiwan's competitive retail sector.
引用
收藏
页码:729 / 740
页数:12
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