Examing Determinant Factors on Customer Repatronage towards Third-Generation Mobile Service- An Empirical Study on the Internet Users

• Main Authors: Hsuan-Hung Yao, 姚宣宏
• Other Authors: Wei-Hwa Pan
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/76596082207666717900

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 94 === Though the 3G market is full of uncertainty, 3G service was just introduced into Taiwan recently. The whole telecom service providers devote to increase the number of customers using its 3G service. But according to the previous study, Kolter（1994）clearly points out that the cost to attract new consumers is much higher then keeps incumbent consumers, even five times higher. This research focuses on this uncertain 3G market. Try to exam possible variables that may affect willingness of customers to use the 3G service in the same telecom service provider. The independent variables as following are discussed: Network Externality, Switching Cost, Customer Satisfaction, Customer Loyalty and Technical Functional Factors. Based on the results of this research, Customer Loyalty and Switching Cost of Time and Special Offering are two main factors which significantly positively related to Customer Repatronage.