Institute of Transportation, MOTC

       In past studies, satisfaction was the most important factor in maintaining customer loyalty. But the transportation industry becomes more competitive, satisfaction is no longer sufficient to explain for customer retention. More and more research is concerned about switching barriers. Satisfied customers are not always remained, and unsatisfied customers are not always left. Switching barrier is an effective strategy to prevent customers from moving to other competitors and retaining customers for the business. Stabilizing business is a strategic imperative in highly competitive for many companies. In such a context, through the creation of switching barriers is a common strategy for customer retention. The purpose of this paper develop a network of relationships among service quality, switching experience, customer satisfaction, switch barrier, and loyalty. This study use SEM to construct a model of service quality, switch experience, satisfaction, swtch barrier and loyalty of transfer transportation. The results of the study show that the switching experience negatively affects the quality of service but for the satisfaction is not significant. Service quality is a positive impact on satisfaction. In addition, the service quality is subdivided into time seamless, spatial seamless, services of information seamless. Time seamless and services of information seamless are significant, but spatial seamless is not significant for satisfaction. In addition, the switch barrier is an intermediary effect between satisfaction and loyalty, and it is better than the impact of satisfaction on loyalty.