Title

行動通訊市場轉換成本、顧客滿意度與號碼可攜服務對顧客保留影響之研究

Translated Titles

RESEARCH OF THE IMPACT OF SWITCHING COSTS, CUSTOMER SATISFACTION AND MNP ON CUSTOMER RETENTION IN MOBILE TELECOMMUNICATION MARKET

Authors

葉宏祥

Key Words

顧客滿意度 ; 邏輯斯迴歸 ; 轉換成本 ; 號碼可攜服務 ; customer satisfaction ; logistic regression ; MNP ; switching cost

PublicationName

大同大學事業經營學系所學位論文

Volume or Term/Year and Month of Publication

2005年

Academic Degree Category

碩士

Advisor

李賢哲

Content Language

英文

Chinese Abstract

行動電話業務開放至今尚未超過十年,但是市場卻已接近飽和。各家業者為了擴大自己的市場佔有率,無不卯足全力搶奪其他業者的用戶。可以提高顧客忠誠度以及降低顧客流失因素,便是這些業者獲勝的關鍵因素。 號碼可攜服務是世界各國的潮流,我國也預計在2005年10月1日實施這項新措施。屆時必定為各家業者帶來莫大的衝擊,因此各家業者都嚴陣以待。但是帶來衝擊的幅度到底有多大,乃是我們關心的焦點。還有我們也關心是否有可運用的策略來降低政策實施的衝擊。 在文獻中,顧客滿意度與轉換成本一直是行銷研究者相當重視的議題,而且不論在實證上或是理論上都證明它們對於顧客的保留有相當程度的作用。因此,本研究以這三種因素(轉換成本、號碼可攜服務、顧客滿意度)作為研究的主軸。因此我們的目的是想瞭解: 1.轉換成本、號碼可攜服務、顧客滿意度對顧客保留的影響。 2.提供電信門號業者發展對號碼可攜衝擊之因應之道。 本研究的結果如下: 1. 高顧客滿意度會導致顧客保留的意願增加,這點與文獻所做的研究結果相同。 2. 號碼可攜服務的實施會增加顧客轉換行動電話公司的意願。 3. 轉換成本對於顧客轉換行動電話公司意願的影響不顯著。

English Abstract

The mobile market deregulation is not over 10 years, but the market is saturated. Each company makes an effort to attract others subscribers to expand its market share. But how the companies can succeed in this market? The key factors might be to raise customer royalty and to reduce customer losing. The government plans to put mobile number portability into practice on October, 1, 2005. The change will have a great impact on each company. We are concerned with what kind of impact will be brought, and what kind of available effective strategies to reduce the impact of MNP policy. Customer satisfaction and switching costs are the most important topics in previous marketing literatures. It was confirmed that they have an impact on customer retention no matter in theory or in practice. Therefore, we use the three factors--switching cost, MNP service, and customer satisfaction--to be main independent variables in this research. Our purposes are as follow: 1. To explore the impacts of switching costs, MNP, customer satisfaction on customer retention. 2. To provide suggestions for service provider to react the impact of MNP implementation in the near future. The results of the study are: 1. We find that customer satisfaction has a positive effect in customer retention; the result is the same as the previous researches. 2. We find if customers can switch service providers without changing their phone number, they will raise the possibility to switch service provider possibly. 3. We find the switching costs have not a significant effect on willing of customer retention.

Topic Category 經營設計學院 > 事業經營學系所
社會科學 > 管理學
Reference
  1. Anderson, E.W and M.W. Sullivan. “The Antecedents and Consequences of Customer Satisfaction for Firms.” Marketing Science 12 (1993):125-143.
    連結:
  2. Anderson, E.W., C. Fornell, and D.R. Lehmann. “Customer Satisfaction, Market Share, and Profitability: Finding From Sweden.” Journal of Marketing 58 (July 1994):53-66.
    連結:
  3. Burnham, T. A., J. K. Frels, and V. Mahajan. “Consumer Switching Cost: A Typology, Antecedents, and Consequences.” Journal of the Academy of Marketing Science 31 (2003): 109-126.
    連結:
  4. Bolton, R.N., P.K. Kannan,. and M.D. Bramlett. “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value.” Journal of Academy of Marketing Science 28 (2000):95-108.
    連結:
  5. Chaudhuri, A., and M.B. Holbrook. “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing 65 (April, 2001):81-93.
    連結:
  6. Caruana, A. “The Impact of Switching Cost on Customer Loyalty: A Study among Corporate Customers of Mobile Telephony.” Journal of Targeting, Measurement and Analysis for Marketing 12 (2004): 256-268.
    連結:
  7. Cadott, E.R., R.B. Woodruff, and R.L. Jenkins. “Expectations and Norms in Models of Consumer Satisfaction.” Journal of Marketing Research 24 (August 1987):305-314.
    連結:
  8. Chow Wayne S., Multivariate Statistical Analysis: with Application of SAS/STAT. Best Wise, Taipei (2002)
    連結:
  9. Croin, J. J. Jr., M. K.Brady, and G.T.M. Hult. “Assessing the Effects of Quality, Value, and Customer satisfaction on Consumer Behavioral Intentions in Service Environments.” Journal of Retailing 76 (2000):193-218.
    連結:
  10. Dabholker, P. A., D. I. Thorpe, and J.O. Rentz. “A Measure of Service Quality for Retail Store: Scale Development and Validation.” Journal of Marketing Research 24 (winter 1996): 3-16.
    連結:
  11. Dick, A. S., and K. Basu. “Customer Loyalty: Toward an Integrated Conceptual Framework.” Journal of the Academy of Marketing Science 22, issue 2, (Spring 1994):99-113.
    連結:
  12. Fornell, C. “A National Customer Satisfaction Barometer: The Swedish Experience.” Journal of Marketing 56 (1992): 6-21.
    連結:
  13. Fornell, C., and B. Wernerfelt. “Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis.” Journal of Marketing Research 24 (1987): 337-346.
    連結:
  14. Fourier, S. and D. G. Mike. “Rediscovering Satisfaction.” Journal of Marketing 63 (1999): 5-23.
    連結:
  15. Ganesh, J., M.J. Arnold, and K.E. Reynolds. “Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers.” Journal of Marketing 64 (July, 2000):65-87.
    連結:
  16. Gerpott, T. J., W. Rambs, , and A. Schindle. “Customer Retention, Loyalty, and Satisfaction in the German Mobile Cellular Telecommunications Market.” Telecommunications Policy 25, (2001):249-269.
    連結:
  17. Glenn, B. V., A. Parasuraman, and D. Grewal. “The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchange.” Journal of Marketing 62, (October 1998): 46-61.
    連結:
  18. Goode, M. M. H. “Predicting Consumer Satisfaction from CD Players.” Journal of Consumer Behaviour 1 (2003): 323-335.
    連結:
  19. Hennig-Thurau, T., and A. Klee. “The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development.” Psychology & Marketing 14 (Dec 1997): 737-765.
    連結:
  20. Huddleston, P., J. Whipple and A. VanAuken. “Food store loyalty: Application of a consumer loyalty framework.” Journal of Targeting, Measurement and Analysis for Marketing 12, (Mar 2004):213-230.
    連結:
  21. Jones, M. A., D. L. Mothersbaugh, and S. E. Beatty. “Switching Barriers and Repurchase Intentions in Services.” Journal of Retailing 76 (Summer 2000): 259-275.
    連結:
  22. Klemperer, P. “Markets with Consumer Switching Cost.” Quarterly Journal of Economics 102 (1987): 375-394.
    連結:
  23. Kerin, R.A., P.R. Varadarajan, and R.A. Peterson. “First-mover advantage: A synthesis, conceptual framework, and research propositions.” Journal of Marketing 56 (1992):33-52.
    連結:
  24. Kotler, P., “Marketing Management: Analysis, Planning Implementation and Control” Prentice Hall, 1998.
    連結:
  25. Lee, J., J. Lee and L. Feick. “The Impact of Switching Cost on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France.” Journal of Service Marketing 15 (2001):35-48.
    連結:
  26. Madden, G. J. S. Scott, and Coble-Neal Grant. “Subscriber Churn in the Australian ISP Market.” Information Economics and Policy 11 (1999):195-207.
    連結:
  27. Morgan, R. M and S. D. Hunt. “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58 (1994):20-38.
    連結:
  28. Oliver, R.L. “Whence Consumer Loyalty.” Journal of Marketing 63 (1999): 33-45.
    連結:
  29. Parasuraman, A., V. A. Zeithaml, L. L. Berry. “Reassessment of expectations as a comparison standard in measuring service quality: Implications.” Journal of Marketing 58, (1994):111-124.
    連結:
  30. Porter, M. E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. Macmillan, New York, 1980.
    連結:
  31. Patterson, P.G.. “Expectations and product performance as determinants of satisfaction for a high-involvement purchase.” Psychology & Marketing 10 (Sep/Oct 1993): 449-466.
    連結:
  32. Taylor, S. A., and T. L. Baker. “An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions.” Journal of Retailing 70 (Summer 1994):163-179.
    連結:
  33. Zeithaml, V. A., L. L. Berry, and A. Parasuraman. “The Behavioral Consequences of Service Quality.” Journal of Marketing 60 (April 1996): 31-46.
    連結:
  34. Zeithaml, V. A. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing 52 (1988): 2-22.
    連結:
  35. The Directorate General of Telecommunications--www.dgt.gov.tw
  36. Huang, Guin I., Multivarite Analisis: An Introduction. China Economic Business Press, Taipei (2003)
  37. Jeng, Shih-Ping. “Customer Loyalty in Competitive Markets: Alternative Attractiveness, Switching Costs and Satisfaction Effects.” Fu Jen Management Review 11 (2004): 77-96.
  38. Shu, Z.G. and Z.Y. Shon, “The Factors of Choosing Telephone Company in Kaohsiung,” Taiwan Economic and Finance Monthly 36, (2000)
Times Cited
  1. 莊銘淵(2009)。連鎖電腦補習班服務知覺構面對顧客滿意度的影響-以大台北地區為例。淡江大學國際貿易學系國際企業學碩士在職專班學位論文。2009。1-92。 
  2. 林晉賢(2008)。網路電話之服務價值、轉換成本及科技準備度對消費者購買意願之影響。淡江大學企業管理學系碩士在職專班學位論文。2008。1-115。 
  3. 陳淑蘋(2006)。探討行動號碼可攜服務對電信業者選擇行為之研究。臺中科技大學事業經營研究所學位論文。2006。1-110。
  4. 駱明熙(2006)。行動電話用戶轉換行為探討-在行動電話號碼可攜服務開放後。長榮大學企業管理學系(所)學位論文。2006。1-88。
  5. 楊美秀(2007)。涉入程度對顧客滿意度、顧客忠誠度影響之探討─以行動電話用戶為例。元智大學管理研究所學位論文。2007。1-63。
  6. 許靖暄(2007)。台灣行動電話號碼可攜服務影響因素之研究。元智大學國際企業學系學位論文。2007。1-99。
  7. 林峰慶(2011)。以資料探勘技術探討通訊行顧客消費模式及顧客價值。虎尾科技大學工業工程與管理研究所在職專班學位論文。2011。1-45。