Research of influences of the customers’ intention to switch their mobile phone number －examples of entrepreneurial customers

• Main Authors: Cheng Chien Ming, 鄭建明
• Other Authors: Jung Tyson
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/24413426193302718447

碩士 === 輔仁大學 === 管理學研究所 === 95 === Taiwan's mobile phone market has become increasingly saturated. The industry is facing a keen competition and the development of new customers becomes more and more difficult. Therefore, all the suppliers provide better services, or increase the customers’ satisfaction by various marketing plans in order to create faithful customers. However, when the customers are considering choosing other suppliers, except the satisfaction and marketing plans of competitors, the costs switching also plays an important role. Therefore, this research investigates the factors that probably influence the customers’ intention to switch after the portability of mobile phone number is implemented, and provide the telecommunication suppliers a reference for their future competitive strategies frame. This research divides the factors which will influence the customers’ willingness to change in three aspects: customers’ satisfaction, attraction of competitor’s marketing plans and the costs switching of customers. The research found that: 1) among the obvious factors that influence customers’ intention so switch, the attraction of competitor’s marketing plans is the critical factor; 2) the costs switching will influence the relationship between customers’ satisfaction and their intention to switch. According to the recommendations on practice, this research thought the suppliers should not only make efforts in enhancing the quality of services and consolidating the customers’ satisfaction, but also keep increasing the obstacle of conversion; furthermore, decreasing the probability of users’ service switch by establishing a higher lose and adaptive costs.