Research on the Influence Factors and Relationship of Customer Loyalty in Service Industry

This paper studies how switching barriers,customer perceived value,and customer satisfaction affect customer loyalty,and how they influence each other.We conduct our questionnaire survey in hair industry and test our hypotheses with structural equation model.Our results suggest that customer satisfaction and customer perceived value have significant direct influence on customer loyalty,different dimensions of switching barriers have different influence on customer loyalty,and social benefits affect customer loyalty positively.We also find that switching cost does not improve customer value or customer satisfaction;however,it has a lock-in effect on customer.From a practical standpoint,managers can strengthen customer loyalty through improving customer satisfaction and customer perceived value,and promote customer lock-in by intensifying customer’s perception of switching barriers.