顧客關係破壞因素的影響與轉換障礙干擾效果之研究

The Effects of Relationship Destroying Factors on Customer Relationship: Switching Barriers as the Moderator

蔡翼擎(Yi-Ching Tsai) ； 張惠真(Hui-Chen Chang)

《管理實務與理論研究》 6卷4期 (2012/12) Pp. 77-93

https://doi.org/10.29916/JMPP.201212.0005

摘要

自從政府開放行動電話號碼可攜業務之後，轉換門檻大幅下降，消費者可以原號碼自由選擇轉換其他電信系統業者。近年來因為智慧型手機與平板電腦等行動上網裝置熱銷，行動上網的需求越來越高，但是顧客抱怨的聲浪卻不減反增，究其原因，包括系統服務失誤、人員服務失誤，以及其他同業的促銷方案等因素，皆可能破壞雙方交易關係，導致顧客抱怨或轉換意圖。因此本研究針對行動電話與3G行動上網消費者，探討顧客關係破壞因素、轉換障礙與顧客反應行為之間的關係，經由網路問卷調查收集資料並進行假說驗證。資料分析採用一般線性模式（GLM）進行假說檢定。研究結果發現，行動通訊業者因系統失誤與人員失誤會導致顧客的抱怨與轉換的意圖；然而來自競爭者吸引力對顧客的轉換與抱怨意圖並未有顯著影響；行動通訊業者建立社會性轉換障礙將可顯著降低顧客的轉換意圖；但卻顯著加深顧客的抱怨行為；業者建立經濟性轉換障礙並未顯著抑制顧客的轉換意圖，且會增加顧客的抱怨行為。此研究成果應能裨益行動通訊業者對於強化顧客服務、降低客訴、提升顧客續留等顧客關係管理方面的策略意涵。

關鍵字

關係破壞因素 ； 轉換障礙 ； 顧客反應

並列摘要

The switching threshold of mobile phone numbers between different mobile communication service providers has largely decreased since the government lifted the ban on mobile phone number portability service. The users may convert their mobile communication service from current provider to others with their existed phone numbers. The demand for mobile communication services has been increasing along with the hot selling of smart phone and tablet PCs. However, there are more and more complaints which might caused by the system service failures, employee service mistakes, and the sales promotion activities offered from competitors, could destroy the trading relationship. All the above factors will lead to the customers' intentions of complaining and switching to another service provider. This study aims to explore the relationship between destroy factors in trading relations, switching barriers of changing service provider, and the outcome of customer default. The empirical data collected from mobile service users through online interviewing. Using the General Linear Model (GLM) to test the research hypotheses and shows the following major results: 1. The relationship destroy factors including service system failures and personnel service errors will positively impact the customer complaining and switching intentions, 2. The social switching barriers will strengthen the effect on the customer complaining behavior although it may decrease the influence of relationship destroy factors on the customer switching intention, 3. The economic switching barriers will positively affect the customer complaining behavior. Finally, this research also offers mobile communication services providers with strategic implications in customer relationship management.

並列關鍵字

Relationship destroying factors ； Switching barrier ； Customer reaction

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