探討不同轉換行為的顧客群組在顧客滿意度、忠誠度、涉入程度及轉換障礙之差異-行動號碼可攜服務為例

The Differences in Customer Satisfaction, Loyalty, Involvement and Switching Barriers among Customer Groups with Different Switching Behaviors: The Case of Mobile Number Portability

王清尚(Ching-Shang Wang)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2009年)

摘要

因不同的顧客對公司的價值是不同的，公司必須對顧客有深入的瞭解，以辨識並區別顧客差異，才能對不同的顧客採取有效的顧客保留策略，建立顧客的忠誠。
維持長久的顧客關係，減少顧客的流失，是公司獲利主要來之重要關鍵，然而在行動號碼可攜服務實施後，行動電話使用者轉換電信公司會變得頻繁，顧客轉換行為不僅會造成公司的顧客流失，而且會引發替代該顧客的相關成本，因此本研究依消費者使用行動號碼可攜服務之轉換行為，將電信公司的顧客區分不同的顧客群組，並設計問卷調查顧客在滿意度、忠誠度、涉入程度及轉換障礙的認知情形，以深入瞭解不同顧客群組的差異。
本研究發現不同顧客群組在顧客滿意度、忠誠度、涉入程度及轉換障礙確實存在明顯差異，進而影響其消費決策行為，因此可透過顧客群組間的差異，針對不同顧客群組提出不同的應對策略，提供行動電信業者訂定行銷策略之參考。

關鍵字

顧客轉換 ； 行動號碼可攜

並列摘要

Because customers differ in their value to a firm, it becomes more important for firms to have a deeply understanding of their customer base and to identify the differences among customers; therefore, firms can target their customers with different effective customer retention strategies to build customers’ loyalty.
One of the key factors for a firm to make a profit is to maintain long-term relationship with customers. However, after mobile number portability been put into practice, users of mobile phones are becoming more frequently in switching telecommunication service providers. Customer switching does not only make a firm lose its customers, but also brings about costs to substitute for them. This research divides customers of telecommunication service providers into different groups; according to switching behaviors by applying mobile number portability, and using a questionnaire to conduct investigation in finding out customer’s satisfaction, loyalty, involvement and switching barriers to understand the differences among customer groups.
This research discovers that customer groups differ in customer’s satisfaction, loyalty, involvement and switching barriers, and it affects consumer behaviors. This result provides a thorough understanding of customers for telecommunication service providers to better design marketing strategies.

並列關鍵字

customer switching ； mobile number portability

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