A Study of Consumer Switching Behavior per the Mobile Number Portability Policy

• Main Authors: TIEN-TZU CHOU, 周天賜
• Other Authors: Seng-Su Tsang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/33870153687872584115

碩士 === 國立臺灣科技大學 === 企業管理系 === 103 === The Mobile Number Portability (MNP) policy was launched on Oct 15th, 2005. Thereafter, the telecom market in Taiwan entered a new era of hyper competition which impacted the involved firms. This policy resulted in the reallocation of market shares which is one of the key performance indicators in competition. Consequently, telecom operators strive to gain competitive advantages in light of the MNP policy. Although there are studies done on how consumers choose the telecom service providers in light of the MNP policy, rare are done on how MNP influences the true consumption behavior. This research aims to investigate the consumer behavior attributed to the MNP policy. We in particular explored the motivators that affect consumer’s loyalty. Besides, the above investigation was conducted with respect to different consumer characteristics to show their impact degree. Telephone survey was conducted on telecom services subscribers. The research result will provide invaluable insights to mobile operators in Taiwan. The research results show that the key affecting factors for consumer switch are attributed to the quality of service, brand value of operator and sensitivity to the tariff.