Determinates of High-value Customers’ Switching Decisions - An Empirical Study of a Wireless Telecommunication Company

• Main Authors: Shun-Hua Chang, 張順華
• Other Authors: Wesley Changchien
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/97839442239654331651

碩士 === 國立中興大學 === 電子商務研究所 === 93 === The Taiwan wireless telecommunication service industry is entering a new transition period. This has been brought about by the market for mobile telecommunication fast growing and reaching maturity. In response, the industry is shifting its strategic focus not only on attracting new customers, but retaining existing customers to avoid their churning. Otherwise, lots of business enterprises every year lose their customers who may be the high-value customers to those companies such as wireless communication industry, which are in the middle of stiff competitions and rapid customer churn. For increasing profit purpose, we indeed need to identify high-value customers and then to understanding what affect those customers’ switching decisions. And, it is well known that service quality and customer value are becoming the most important factors or business success for either manufacturers or service providers. Therefore, in this research, attention is paid to the impact of service quality on high-value customers’ switching decisions. By using a binomial logit model based on a survey of 377 mobile users of one wireless telecommunication company in Taiwan, this research identifies the determinants of subscriber churn decision in the Taiwan wireless telecommunication market. The result of this research shows that corporate image of a wireless telecommunication company and tariff or rate plan they provided are key factor in determining intention to a customer’s switching decision. We wish that the result finding can provide a good direction for the wireless telecommunication company to plan or modify their marketing strategies.