STUDY ON THE CUSTOMER LOYALTY IN IAP INDUSTRY-WITH TAIPEI AS EXAMPLE

• Main Authors: Sung Wu Kuei, 宋吳魁
• Other Authors: Prof. Ming- Chuan Pan
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/27557565896194831715

碩士 === 大同大學 === 事業經營研究所碩士班 === 93 === Full competition in the IAP industry started since the opening for private operations of the fixed network service on 1 July 2001. Service providers keep advertising to expand market share, and price competition has become fierce. Though they struggle for new customers and please old customers with all effort, how to retain existing customers to enhance future profitability will become a major marketing issue. While enterprises that can successfully reduce customer defection ratio can boost profit by 25-85%, they begin to establish long-term and profitable customer relations to create loyal customers and maintain customer loyalty. This study thus investigated the relationship between IAPs and customers and the influences of service quality on customer loyalty through a case study of Taipei.