The Effect of Relational Benefits on Consumer Loyalty An Empirical Study Of Hairdressing Industry In Hangzhou
会议名称：《2011 International Conference on Management Science and Intelligent Control(ICMSIC 2011)》
会议日期：1000年
学科分类：120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 12[管理学] 0202[经济学-应用经济学] 02[经济学] 1202[管理学-工商管理] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 020205[经济学-产业经济学] 07[理学] 070104[理学-应用数学] 0701[理学-数学]
关 键 词：consumer loyalty relational benefits perceived value switching barrier
摘 要：Retaining customer loyalty has become increasingly important for hairdressing industry due to the highly competitive environment. This study aims to develop and test a model investigating how relational benefits enhance perceived value and switching barrier to win customer loyalty. Using a self- administered questionnaire survey, 428 respondents were used for this study. The findings show that relational benefits have direct effect on perceived value, switching barrier and customer loyalty. In addition, relational benefits also have indirect effect on loyalty via perceived value and switching barrier. Finally, perceived value and switching barrier positively influenced customer loyalty. The findings suggest that hairdressing industry manager with a better understanding of their customers’ perceptions, and help them in developing competitive strategies to win customer loyalty.