| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 102 === Taiwan did not provide Mobile Number Portability (MNP) service until October 2005. Since then, Taiwan mobile communication market stepped into another phase and became more free and mature in this industry. Consumers are no longer hesitate to change the service provider because obstacles of the number rigidity and number switch cost are diminishing. The consumers have more options to choose carrier. This act of switching carrier reflects the satisfaction on mobile service. By the end of 2013, Taiwan has completed 4G license distribution, and new challenge comes in this industry. This study uses MNP as a way to understand consumer satisfaction, also helps realize the relation between customer expectations about MNP and tendency toward new 4G product and service. This study finds users are interested in using 4G in the future, and call quality, pricing structure, mobile device as well as value-added service have significance impact on using 4G in the future.
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