影響力甘比亞行動電信業的客戶滿意度與轉換意圖之研究

由於甘比亞的行動通訊市場已達成熟，當地的行動通訊公司正邁入一個轉型的階段。從簡單的語音通話和簡訊服務演變至高速資料傳輸、3G技術提供多種服務、價格戰爭以及大量的顧客引誘計畫。本論文調查了甘比亞行動通訊市場中諸多決定客戶滿意度和轉換意圖重要因素。當今決策者傾向於將稀少資源從原本用於提升必要的服務品質轉移到獲取高利潤客戶的策略上，即藉由各種優惠方案引誘顧客，降低其轉換意圖。本論文提出一個模型可以在知覺獎勵效益、服務品質、知覺價格等背景下決定客戶滿意度和轉換意圖。本論文提出在低開發度國家中知覺獎勵效益影響客戶滿意度和轉換意圖的因子，此外也評估知覺獎勵效益如何用作對客戶的高轉換成本策略、這項研究發現，客戶感知的感知獎勵福利顯著決定他們的滿意度和開關意向。

關鍵字

知覺獎勵效益；客戶滿意度；轉換意圖；服務品質；價格

並列摘要

The Gambia’s mobile telecom industry is entering new transition era. The market’s reaching of maturity show the shifting from basic voice and SMS to a combination of high-speed data communication. A surge in launching of 3G technology, multiple services, price wars, and heavy customer enticements emerged. This research investigates the determinant factors of customer satisfaction and switching intention in The Gambia’s mobile telecom market. Currently, the operators’ customer acquisition strategies by wooing them with incentive rewards seem to be having significant effects. Several researches however concluded that wooing customers with incentives is insignificant in their satisfaction. A model is proposed to determine factors of customer satisfaction and switching intention against the background of perceived reward benefits, service quality, and price. This study observed that customers’ perception of perceived reward benefits significantly determines their satisfaction and switching intention.

並列關鍵字

Perceived rewards benefit ； Switching intention ； Customer satisfaction ； Service quality ； Price

參考文獻

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影響力甘比亞行動電信業的客戶滿意度與轉換意圖之研究

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