The Mediative Effect of Relationship Trust in the Influence of Switching Barriers on Customer Loyalty

With customer satisfaction´s mediative effect on relationship between switching barriers and customer loyalty had been examined in a number of studies, relatively little is known about relational trust´s mediative effect. To fill the gap, the paper construct two comparative model: switching barriers´ direct effect on customer loyalty and indirect effect introducing relational trust. Through the empirical analysis of 862 valid samples based on PLS, it can be concluded that: relational trust have mediative effect on the relationship between switching barriers and customer loyalty.