The Study of Factors of Losing the Clients-Business customers of Chunghwa Telecom

• Main Author: 李淑麗
• Other Authors: 邱垂昌
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/50972641637436315524

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 98 === In the liberation of telecom market, the operators begin to face serious loss of customers and lack of new source of customers. Worsened by the availability of number portability service, how to stand out in the competitive market, retaining old customers while continue to enlarge the market share, preventing the customers from shifting to other operators becomes the primary issue for telecom operators. Corporate customers, in particular, have higher demands toward products and services, whereas they have less loyalty. To them, any telecom that helps them to decrease the costs and maintaining good communication quality and service quality is a good provider. This study employed expert interview and questionnaires survey of Delphi and, after data analysis, verified that significant association exists between Chunghwa Telecom and corporate customers in respect to customer relationship, product quality, service quality and customers. Hence, this study examined the factors of how Chunghwa Telecom maintains its customers in the competitive market in order to remain at the leading position in the market. Thus, this study proposed the following objects: 1. to investigate how corporate customers really need from and feel of Chunghwa Telecom. 2. to investigate why corporate customers change telecom causing loss of customers. The fierce competition among telecom operators in Taiwan has been in the mature stage, where rigorous test faces Chunghwa Telecom’s operation. The survey conducted in this study revealed that corporate customers in telecom have very high expectation toward service quality and price discount and that there are as many as 18 factors of their loss. The top four factors of customer loss are: “free in-network communications”, “price down from competition”, “having dedicated persons to service” and the exercise of government policy of number portability“”. This explained that as corporate customers have high expectation toward service quality and price discount, a number of factors contribute to their loss, such as how professional the project managers for corporate customers are, the ability to plan on the total telecom facility for a customer and taking initiative in calling on special customers and extending care and assistance. Other factors of customer loss also include whether the telecom operator provides corporate customers with individual request service, whether an individual complaint is handled quickly, the provision of adequate price discount, or even the factors of economic situation and legal issues. These indicate that Chunghwa Telecom should reinforce the provision of differentiated services to corporate customers.