A Study of Customer Switching Behavior toward Rate Plan in Mobile Service Industry

• Main Authors: Ting-Chang Lee, 李亭樟
• Other Authors: Dung-chun Tsai
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/36239298604056479316

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 95 === Because the growth of the mobile service industry in Taiwan has been decreasing, mobile service providers have switched their focuses from attracting new subscribers to enahancing existing subscribers' loyalty. Offering various types of new rate plans has become one of the most popular progrmas to keep their existing subscribers from switching. However, whether such a program is effective to build customers’ satisfaction and loyalty is a critical issue. To address the above-mentioned issue, this paper examines the relationships among switching motivation, switching pattern, usage volume, customer satisfaction and loyalty of subscribers who switch the rate plan in the same mobile provider. This study finds that switching motivation is related to the subscribers' usage volume and satisfaction; but usage volume is not realted to customer satisfaction. The result also indicates a significant and positive association between switching pattern and customer’s satisfaction. In addition, both usage volume and customer satisfaction can enhance customer loyalty.