서비스 고객의 만족과 고객충성도 관계에 대한 연구－전환비용과 대안매력도의 매개역할을 중심으로－

The purpose of this study is to investigate the mediating role of switching costs and alternative attractiveness between customer satisfaction and customer loyalty. This study was performed empirical test that the direct effect of customer satisfaction on customer loyalty and the mediating effect of switching costs and alternative attractiveness. Also examined certain differences in hair shop and university settings. The proposed model was demonstrated generally satisfactory results. The customer satisfaction affected switching costs, alternative attractiveness, and customer loyalty, specially switching costs and alternative attractiveness were performed mediating role between customer satisfaction and customer loyalty. Also switching costs and alternative attractiveness have direct effects and indirect effects on customer loyalty in both hair shop and university. Our findings suggest that researchers have pay more attention to understanding the role of switching costs and alternative attractiveness in marketing practices and literatures.