服務品質、品牌忠誠度與競爭者吸引力對消費者使用行動通訊服務轉換意願之探討

A study of the factors of the switch intention on customers' cellphone usage-service quality, brand loyalty and competitor attractiveness

余凱琪(Kai-Chi Yu) ； 戴維舵(Wei-Tao Tai)

《致理學報》 39期 (2019/11) Pp. 265-309

摘要

在消費者意識抬頭下，國內行動通訊市場之競爭狀態愈趨激烈，為鞏固之市場佔有率，業者推出各種促銷方案以吸引客群，並減少自家消費者轉換至其他競爭業者。本研究主要針對國內三大通訊業者及其他業者進行消費者轉換意願之調查。本研究針對國內使用行動通訊消費者，總計發出問卷336份，有效回收問卷300份，有效樣本回收率89%。本研究結果顯示:（1）服務品質對消費者之轉換意願有顯著影響差異；（2）品牌忠誠度對消費者之轉換意願有顯著影響差異；（3）競爭者吸引力對消費者之轉換意願有顯著影響差異；（4）品牌忠誠度完全中介廠商服務品質與消費者轉換意願之間之關係。有關三大通信業者與其他業者在廠商服務品質、品牌忠誠度、競爭者吸引力上之差異比較分析將在文中詳述討論。

關鍵字

服務品質 ； 品牌忠誠度 ； 競爭者吸引力 ； 轉換意願

並列摘要

Today, the domestic mobile communication market has arrived at a saturated state. In order to perform outstandingly in the contentious mobile communication market, the communication operators should reduce the conversion of consumers to other competitors and meet the coming of the 5G era to seize the market chance, so that they could keep their market share, which is an extremely important issue for the sustainable operation of enterprises. The total number of 336 questionnaires was issued, and 300 valid questionnaires were recovered. The recovery rate of valid samples was 89%. The results of this study show that: (1) service quality has a negative impact on consumers' intention to switch mobile phone; (2) brand loyalty has a negative impact on consumers' intention to switch mobile phone; (3) competitor attractiveness has a positive impact on consumers' intention to switch mobile phone; (4) brand loyalty will completely mediate the relationship between service quality of manufacturers and consumers' intention to switch. The difference comparisons among the three major telecommunications and the other small ones in the quality of service, brand loyalty, and competitor attractiveness are discussed.

並列關鍵字

Service Quality ； Brand Loyalty ； Competitor Attraction ； Switch