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中文摘要：
通过对来自互联网接入和信用卡服务行业的447个消费者样本进行基于结构方程模型的数据分析，考察服务使用程度、转换成本与顾客保留之间的关系，并探讨服务交易关系类型对服务使用程度一转换成本一顾客保留路径的调节作用。研究结果表明，对于独占型和非独占型交易关系的服务，转换成本对顾客保留均具有显著的正影响效应。当顾客与服务企业的交易关系为独占型时，现供应商服务的使用程度和竞争者服务的使用程度两个变量对转换成本的影响都不显著，它们对转换成本的相对影响力也无差异；竞争者服务的使用程度对顾客保留具有显著影响，但现供应商服务的使用程度对顾客保留的直接影响不显著。当顾客与服务企业的交易关系为非独占型时，现供应商服务的使用程度和竞争者服务的使用程度两个变量在影响转换成本和顾客保留中发挥的作用没有明显差别。
英文摘要：
Based on the 447 customer samples that derive from internet service and the credit card service industry, this study analyzed the relationships among service usage, switching cost and customer retention. The moderating roles of service transaction type also were verified. The findings are as follows ： switching cost influences the customer intention in both two service types, alternative experiences and breadth of current service usage do not have significant effects on switching cost when the transaction relationship is exclusive possessed by current service provider. But for customer retention, alternative experiences have a significant effect on it but breadth of usage does not, when the transaction relationship is possessed by multiple service providers, there are no significant differences between the effects of alternative experiences on switching cost as well as customer retention so breadth of current service usage does. Implications for marketing practice are discussed.
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