An Exploratory Analysis of Direct Effects of Switching Barriers on Customer Loyalty Based on PLS

The paper explores the direct effect of switching barriers on customer loyalty.The analysis of convenient sample data based on partial least squares shows:many demensions of switching barriers have positive effect on every demensions of customer loyalty,but others not do it.The resuts show that the effect of switching barriers on customer loyalty is complicated.It will be moderated by many other factors.So,the next study of the field will step forward which factors will have their moderate effects between the relationship of switching barriers and customer loyalty.