The Effects of Marketing Programs on Customer Satisfaction, Value and Loyalty in Telecommunications Industry

• Main Authors: Po-Chang Huang, 黃柏彰
• Other Authors: Dungchun Tsai
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/81555896388540561215

碩士 === 國立成功大學 === 交通管理學系碩博士班 === 91 === Gradually, competions in Taiwan telecommunications industry are becoming fierce. Therefore, it is more difficult to attract new customers than ever. Each company tries hard to provide better service quality, or uses various marketing programs to enhance customer satisfaction, value, and create loyalty customers. However, when customer is considering whether to switch or not, besides service quality and marketing programs, switching cost also plays an important role. Hence, this study examines not only how service quality, satisfaction and value affect loyalty, but also how marketing programs, switching cost influence satisfaction, value and loyalty. This study is different from the past study mainly in one aspect. The past researches examine the effects of satisfaction, value, and service quality on loyalty. But this study puts the switching cost and marketing programs which are used often in telecommunications industry into consideration. This study collects the data from student subscribers and general subscribers and uses Structure Equation Model to analyze that. The major findings are as follows: First, among all factors affecting loyalty, satisfaction is the most determined factor. Second, service quality and marketing programs can directly enhance customer satisfaction and value, and indirectly affect loyalty through customer satisfaction and value. Third, for student subscribers, the effects of service quality and marketing programs on value are stronger than those on satisfaction. However, for general subscribers, the effects of service quality and marketing programs on satisfaction are stronger than those on value. Fourth, switching cost affects students’ loyalty, but the effect isn’t significant for general subscribers. Based on the reasults, we suggest that intra-network call needs to be proposed, and rate variety should be offered. Second, firms should present more marketing programs on student subscribers, and better service quality on general subscribers. Third, it is essential for firms to provide handset subsidies and sign a longer contract. Fourth, it is necessary for firms to value-added and diversified services on general subscribers.