| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 105 === The market of mobile communication in Taiwan has been saturated and extremely competitive. Facing the problems of losing both the market share and customers, telecommunication companies are trying their best to attract customers via multiple ways. For example, telecommunication companies provide beneficial projects from time to time for potential customers or current users for contract renewal. Based on the concern about transferring to another telecommunication company, this research aims to explore the factors that affect the consumers’ decisions to port mobile numbers to another telecommunication company as well as the characteristic of consumers’s use data.
The research is surveyed by questionnaire which was carried out online. The interviewees are mobile users who transferred to another telecommunication company within one year. There are 287 questionnaires collected in total and 227 of them were effective ones. The questionnaires were analyzed via methods of t-Test、Chi-square Test and One-way ANOVA. The findings can be divided into two parts.
First, the data of census demonstrate that factors including age and salary have distinctive effects on customers’ decisions of porting their cell phones to another telecommunication company. Second, the survey results of usage behaviors illustrate that factors including the brand as well as the history of telecommunication companies, new projects with new pay policies, and customers’ usage frequency also influence distinctively customers’ choice of switching their cell phones to another company.
With the results, it is expected that the research contributes to the study of marketing strategies and managerial practices and so customers’ willingness to renew the contract can be enhanced and potential customers can be attracted accordingly.
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