Expanding B2B Customer Relationships: Modeling the 2G Mobile System Business Customer''s Upgrade 3G Mobile System Decision

• Main Authors: Chao-ho Li, 李昭和
• Other Authors: Tsu-wu Tien
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/91218353612163723895

碩士 === 義守大學 === 管理學院碩士班 === 97 === The market for the mobile phone’s customers in Taiwan has achieved saturated. The number of new mobile phone’s users reaches a stalemate. 3G mobile phone customers have a dominant position in the Average Revenue per users (APRU) of mobile phone company. Nevertheless, competition for enticing customers to upgrade from 2Gs to 3Gs service is acute. While researchers have developed predictive and normative models that are relevant to consumer service upgrades in industries, little research has been done on discovering theory-based models of the factors that influence a firm’s decision to upgrade a service contract over time. This study develops a model of a business customer’s decision to upgrade service contracts conditional on the decision to renew the contract and put forward marketing strategies for Chunghwa Telecom to manage mobile phone business customer upgrades. The sample for the study was 175 Chunghwa Telecom business customers in the Kaohsiung area (Kaohsiung City and County), who used 2G mobile phones or had upgraded to 3Gs service. The results suggest that service quality, cost benefits and anticipated benefits and satisfaction have an obvious positive effect on the upgrading decision of 2G mobile phone business. On the other hand, the switching cost has an obvious negative effect. The strength of the relationship between a firm’s likelihood of upgrading to the 3Gs service and service quality on the focal contract is greater when the decision maker perceives the service as critical than when he or she perceives it as noncritical. But the relationship will be weaker when the decision maker perceives higher switch cost.