The Impact of Customer Satisfaction and Switching Costs on Store Loyalty - Sample from China

In competitive setting, retailers have realized that keeping customers and raising customers´ satisfaction and loyalty are more and more important. This paper studies the relationship among customer satisfaction, switching cost and store loyalty. We use sample of supermarket from China and Spss11.5 testing the role of switching cost, and confirm that switching cost is a mediator rather than a moderator in the relationship between customer satisfaction and store loyalty. Then we get a model consist of the four variables - customer satisfaction, switching cost, store attitudinal loyalty and behavioral loyalty. After testing the model´s fitness and each hypothesis through Lisre18.7, we confirm that there are complicated relationships among the four variables, and we come out some valuable recommendations for supermarket managers