The objective of this study is to investigate customer-switching behaviour in the mobile industry, why it takes place and what factors influence it.

本研究的目的是调查客户在移动行业的切换行为，它为什么发生，哪些因素影响。

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The more a customer uses the product, the more value she derives, the higher the switching costs are, and at some point she’ll hit a usage limit and convert to a paying customer.

有越多的顾客使用这个产品，它就能产生越多的价值，而转移成本也会变得越高，而在某一点处，它会达到一个使用限制，用户想要突破这一限制就必须付出一定的费用。

youdao

There are two components to defensive marketing: increasing customer satisfaction and increasing switching barriers.

有两个组成部分，以防御性营销：提高客户满意度和增加开关障碍。

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Banks have the dependable infrastructure to provide the security, 24-hour access and customer support that switching to Mobile Money necessitates.

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But it is notoriously ill-suited to high-tech industries that have to tailor each item to a customer's specific needs (as in a data-switching centre or air-traffic-control system) or in which it is crucial that thousands of interrelated components all work correctly together (as in a rocket vehicle).

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