The effects of customer satisfaction and switching cost on customer loyalty in mobile telecommunication market

• Main Authors: Huiwen Hsiao, 蕭惠文
• Other Authors: Eunice Wang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/26270255820491133876

碩士 === 國立交通大學 === 傳播研究所 === 94 === In 1990s, on account of the development of global liberation of telecommunication and wireless technology; cellular communication has become one of the most booming industries. Mobile telecommunication services in Taiwan have developed robustly since private operator entered the market on year 1997.Soon after; the number of subscribers was sharply rising around 100%. In response to market saturation, the telecom operators should switch it strategy focus away from attracting new customers, towards retaining the loyalty of the existing customers. The main object of his paper is to investigate the effect of satisfaction and perceived switching costs on customer loyalty. Data are collected from Web-based survey. The findings suggest that telecom operators should focus primarily on the customer satisfaction. The effect of the dimensions of perceived costs on those of loyalty is also verified. Managerial implications are discussed.