The Effect of Equity Theory on Customer Reacquisition

• Main Authors: Yan, Siou-Jyuan, 顏秀娟
• Other Authors: Dr. Lin, Ting-Ling
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/11515234256225288569

碩士 === 國立臺北大學 === 企業管理學系 === 102 === The realization of mobile number portability (MNP) has increased the mobility for cell phone consumers. This, however, has also led to a higher customer turnover which affects the application of strategies by the telecom operators in building, maintaining and restoring the relationship with the customers. The selection of mobile number users of a telecom carrier is dependent upon their fair assessment of the interaction, procedures and distribution relation they have experienced with the company. Meanwhile, the cost is another important factor which affects the customers’ decision on whether to switch to another telecom service provider. The previous studies both home and abroad, CRM has rarely touched upon the issue of regaining of the lost customers. For the saturated telecom market, the reclaiming of old customers is no less important than the development of new customer base and retention of the current subscriber base. This study, from a fair theoretical perspective, discusses the satisfaction of the lost customers and the impact of the moderating effect of the cost of switching to another operator on their willingness to return to the former service provider. The sampling is based on a questionnaire survey conducted among the users as the empirical subjects with the experience of switching to another telecom carrier with the mobile numbers from the former operator. A total of 181 valid questionnaires were obtained for descriptive statistics, reliability and validity analysis, regression analysis and structural equation modeling (SEM) verification. Empirical results show that the customer’s perception of interactivity, procedure and distribution fairness has had a significant positive impact on the satisfaction of the lost customers. The switching costs have a positive interference on customer satisfaction and willingness to return. When the switching costs are high, the customer satisfaction has a more significant impact on the willingness to return. The results of this study can serve as a reference for telecom operators in the development of the strategies for regaining loyalty of the lost customers and be used as the basis for subsequent related studies.