Study on Effects of Regulation by Switching Costs in Mobile Communication

A theoretical hypothesis that switching costs have effects of regulation is proposed by analyzing relations among switching costs, customer satisfaction and customer loyalty in the field of mobile communication consumption of enrolled college students. Then relevant data are acquired from questionnaires, processed with SPSS 20.0 Statistical Program and subjected to hierarchical re-gression analysis to test the hypothesis. Finally, it is concluded that, among different dimensions of switching costs, procedural switching costs have a significant effect of regulation between cus-tomer satisfaction and customer loyalty, but the financial and relational switching costs have not significant moderating effect. Thus, to improve customer loyalty, operators are suggested to en-hance customer satisfaction and procedural switching costs simultaneously