Exploring the Mobile Telecommunication Companies Loyalty Associated with the Use of Smartphone App within Student Groups

• Main Authors: Kuan-Chang Ho, 何冠樟
• Other Authors: Chien-Wen Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/sd2wdw

碩士 === 國立臺北科技大學 === 管理學院資訊與財金管理EMBA專班 === 104 === 　　With the information and communication technology innovation, industrial and commercial progress, and people seek convenient life, the mobile communications have become the most important communication channel between people. The personal mobile communications technology has been developed from the first generation of mobile communication system to the fourth generation of mobile communication system now. The mobile phone devices have been developed from the feature phone to smartphone. 　　In this study, we focus on some of popular smartphone Apps, such as facebook, LINE, WeChat, skype, Dropbox and Google Drive, and combine itemset mining technology to figure out the mobile telecommunication companies loyalty associated with the use of smartphone app within student groups. This will help 4G mobile telecommunication companies to develop new customers campaign and marketing strategy. 　　The results of this study found that mobile telecommunications within student groups have high customer loyalty. A student once decided to use will become a long term user. 35% of the students use the mobile telecommunication more than five years. 93% of the students use mobile internet every day. 75% of the students can accept a monthly fee between NT$300 to less than NT$900. 38% of the students choose a smartphone would prefer Apple brand. Those students who use ASUS smartphone and one of the following App, such as facebook, LINE, WeChat and Google Drive weekly have high customer loyalty. 95% of the students use LINE App every day. 42% of the LINE App student users are willing to pay for service.