A Study of Switching Behavior Models

• Main Authors: Lee, Ssu-Lang, 李賜郎
• Other Authors: Fang, Wenchang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/22343661811019635306

博士 === 國立臺北大學 === 企業管理學系 === 95 === Customer switching behavior can give venomous effects on the profitability and competence of firms in today’s marketplace. Creating and maintaining customer loyalty has become a strategic effort in today’s service markets. But, researchers have argued that not all customers are equal and suggested that customers differ in their value to a firm. Firms should target the “right” customers who are likely to do business with over time. It is becoming necessary for them to have a good understanding of the difference on an individual level of their customer bases. The purpose of this study is to explore the difference of the effects of the switching behavior model among customer groups in the mobile telecom industry in Taiwan. In switching behavior, a firm’s customer base is thought to comprise two groups of customers: (1) customers who have switched from other service provider (whom we refer to as “switchers”) and (2) those who have not (the first-time adopters whom we refer to as “stayers”). The switcher can be further classified into two types: dissatisfied switchers and non-dissatisfied switchers. In consumer involvement, a firm’s customer base comprises two groups of customers, with low level of involvement and with high level of involvement, respectively. We build the switching behavior models in linear relationship with the independent variables: customer satisfaction, subjective norm, attitude, and perceived switching costs, to predict the dependent variables: switching intention, active loyalty, and passive loyalty, respectively. Using ANCOVA analysis, we found: (1) There is a linear relationship between network externality and perceived switching costs with significant different effects among customer groups. (2) There is a linear relationship between switching intention and the anticipants: customer satisfaction, subjective norm, attitude, and perceived switching costs, with significant different effects among customer groups. (3) There is a linear relationship between active loyalty and the anticipants: customer satisfaction, subjective norm, attitude, and perceived switching costs, with significant different effects among customer groups. (4) There are linear relationships between passive loyalty and the anticipants: customer satisfaction, subjective norm, attitude, and perceived switching costs, with significant different effects among customer groups.