A study of the professional shopping website among the customer satisfaction and customer loyalty – brand awareness and switching cost as moderator variables

[[abstract]]According to MIC data, in 2009 Taiwan's online shopping market size of about NT$ 311.6 billion, representing a growth of 30.4% in 2008, is a fast growing market. Shopping website and service staff can’t answer for the consumer shopping website selling goods function and use, companies can’t keep track of customers to sell goods and services for its satisfaction. That is difficult to speculate about the future purchasing behavior. This study aims to investigate the professional shopping website between customer satisfaction and loyalty, and switching costs and brand awareness for the interference variables. The major findings of this study are as follows: A.Customer loyalty is significantly affected by customer satisfaction. B.The switching costs has moderating effect on customer satisfaction and customer loyalty. C.The brand awareness has moderating effect on the relationship between customer satisfaction and customer loyalty