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  • 學位論文

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

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

指導教授 : 李賢哲
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摘要


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。

並列摘要


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.

參考文獻


Anderson, E.W and M.W. Sullivan. “The Antecedents and Consequences of Customer Satisfaction for Firms.” Marketing Science 12 (1993):125-143.
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.
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.
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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.

被引用紀錄


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〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2009.00274
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〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2008.00604
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〔碩士論文,國立臺中科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0061-1811200915323753
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〔碩士論文,長榮大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0015-2208200608244700
Hsu, C. H. (2007). 台灣行動電話號碼可攜服務影響因素之研究 [master's thesis, Yuan Ze University]. Airiti Library. https://www.airitilibrary.com/Article/Detail?DocID=U0009-1007200711315900

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