A Study on Customer Switching Intention by the Viewpoint of Relationship Commitment

• Main Authors: Hsing-Yi Huang, 黃馨儀
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/93518222089671359008

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 93 === Since the deregulation of mobile telecommunication in Taiwan, the market of cellular phone industry is continuously competitive. Thus, an era of competition in the mobile telecommunication industry was ushered in. Due to cutthroat rivalry, price is the most important factor to attract customers. The mobile telecommunication business adapts from a sellers’ market to a buyers’ market. Recently, each company tries hard to provide low price promotion (such as intra-network call) or better service quality (such as reception quality) to attract customers. However, with the market maturity in Taiwan, it is not so simple for customers to switch to another provider. In the past, researches to build customer loyalty focus on service quality, customer satisfaction, switching barriers and other variables. In addition, relationship between customers and providers is another element. Customer commitment is an important core concept, because it is hard for competitors to imitate. Therefore Customer commitment is viewed as permanent competitive advantage. After reviewing related references, the study chooses customer satisfaction, trust, switching cost, alternative attractiveness, affective commitment, continuance commitment, a used by the operators as the main constructs. This thesis targeted Kaoshiung citizen. Data was be analyzed by Structural Equation Modeling to examine the theoretical model. Based on the 325 valid samples, the results were as follows: 1.Affective commitment has impact on customer switching intention. 2.Customer satisfaction has direct impact on customer switching intention. 3.Customer satisfaction and trust through Affective commitment have indirect impact on customer switching intention. 4.Through the attractiveness of alternatives and attractiveness of competitors, continuance commitment has direct impact on customer switching intention.