影響顧客行動電話號碼轉換意願之研究

Research of Influences of the Customers' Intention to Switch Their Mobile Phone Numbers

榮泰生(Ty-Son Jung) ； 鄭建明(Chen-Ming Cheng)

《Journal of Data Analysis》 3卷2期 (2008/04) Pp. 121-143

https://doi.org/10.6338/JDA.200804_3(2).0008

摘要

台灣行動電話市場日趨飽和，業者面臨激烈競爭，新客戶的開發日益困難，因此各業者無不提供更好的服務品質，或利用各種行銷方案來增加顧客滿意度，以進一步創造忠誠的顧客。然而，當顧客在考量是否要改用其他業者時，除了滿意度及競爭者行銷方案外，轉換成本也扮演一個很重要的角色。因此本研究針對行動電話號碼可攜服務實施後，可能影響顧客轉換意願的因素加以探討，以提供電信業者未來競爭策略制定的參考。本研究將影響顧客轉換意願的因素分為三方面：顧客滿意度、競爭者行銷方案吸引力與顧客戶轉換成本，研究發現：（1）明顯影響轉換意願之因素中，競爭業者的吸引力是關鍵的。（2）轉換成本會影響顧客滿意度對轉換意願的關係。就實務上的建議，本研究認為業者除了致力於服務品質的提升，穏固顧客滿意度之外，應持續提高轉換障礙，藉由建構更高的損失與適應成本，以降低使用者轉換服務的機率。

關鍵字

號碼可攜 ； 轉換意願 ； 顧客滿意度 ； 競爭者行銷方案 ； 轉換成本

並列摘要

Taiwan's mobile phone market has become increasingly saturated. The industry is facing a keen competition and the development of new customers becomes more and more difficult. Therefore, all the suppliers provide better services, or increase the customers' satisfaction by various marketing plans in order to create faithful customers. However, when the customers are considering choosing other suppliers, except the satisfaction and marketing plans of competitors, the costs switching also plays an important role.Therefore, this research investigates the factors that probably influence the customers' intention to switch after the portability of mobile phone number is implemented, and provide the telecommunication suppliers a reference for their future competitive strategies frame.This research divides the factors which will influence the customers' willingness to change in three aspects: customers' satisfaction, attraction of competitor's marketing plans and the costs switching of customers. The research found that: 1) among the obvious factors that influence customers' intention so switch, the attraction of competitor's marketing plans is the critical factor; 2) the costs switching will influence the relationship between customers' satisfaction and their intention to switch.According to the recommendations on practice, this research thought the suppliers should not only make efforts in enhancing the quality of services and consolidating the customers' satisfaction, but also keep increasing the obstacle of conversion; furthermore, decreasing the probability of users' service switch by establishing a higher lose and adaptive costs.

並列關鍵字

mobile number portability ； switching intention ； customer satisfact ion ； competitor's marketing plan ； switching cost

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