高星级酒店转换壁垒对顾客再购意向的影响研究——兼论顾客承诺的中介作用

顾客满意只能部分解释顾客再购意向。转换壁垒的有效设置可以帮助高星级酒店更好地留住顾客,提升顾客对酒店的利润贡献度和关系嵌入度。本文在回顾国内外相关研究的基础上,以高星级酒店顾客为研究对象,深入探讨了转换壁垒对顾客再购意向的影响。数据分析结果显示,转换壁垒可以划分为程序类、财务类和关系类转换壁垒这三个维度,验证了这一研究结论在酒店业的有效性;关系类转换壁垒对顾客再购意向有着显著的直接正向影响,同时关系类转换壁垒通过情感性承诺间接影响顾客再购意向;程序类转换壁垒与财务类转换壁垒对顾客再购意向没有显著的直接影响,然而,这两类转换壁垒通过顾客承诺间接影响顾客再购意向。

The Impact of Switching Barrier on Customer Repurchase Intention in High Star-Rated Hotels: The Mediating Effects of Customer Commitment

Satisfaction only partially explains customers＇ repurchase intention. Effective setting of switching barrier can not only help high star-rated hotels lock customers, but also enhance customers＇ profit contribution and relation embedding. Based on a review of relevant research, taking customers of high star-rated hotels as samples, this study explores into the impact of switching barrier on customer repurchase intention. Results of data analysis indicate that switching barrier consists of three dimensions： procedural switching barrier, financial switching barrier and relational switching barrier. The result testifies validity of these three dimensions in hotel context. Further analysis indicates that relational switching barrier not only affects customer repurchase intention directly, but also affects customer repurchase intention indirectly with the mediating effect of affective commitment. Procedural switching barrier and financial switching barrier have on significant effect on customer repurchase intention, but they affect customer repurchase intention indirectly with the mediating effect of calculative commitment.