| Summary: | 博士 === 南臺科技大學 === 經營管理博士學位學程 === 106 === As of now, the Vietnam telecom market has been nearly saturated and five dominated mobile carriers coexist. Nevertheless, the competition is still fierce due to the fluctuation of market share among service providers. Therefore, through loyalty programs and word-of-mouth marketing (WOMM), mobile carriers now turn to put major efforts on retaining existing consumers, as well as attracting as many as possible new users from competitors.
This study proposes a novel model regarding consumer psychology, which aims at two main purposes: first, identifying the relevant dimensions of customers’ service quality perception in Vietnam mobile telecommunication sector; second, examining the simultaneous effects of overall service quality, advertising message, and negative switching barrier on two key manifestations of attitudinal loyalty, namely repurchase intention and positive word of mouth. In this study, a total of 557 valid questionnaires were collected and explored from current Vietnam mobile phone users. Exploratory Factor Analysis (EFA) identified and Confirmatory Factor Analysis (CFA) are employed to verify five distinct factors contributing to overall service quality, which include call quality, price policy, convenience, customer support, and added services. The Structural Equation Modeling (SEM) then was employed to test six proposed hypotheses, followed by ANOVA testing for the impact of three main categorial variables on customers’ attitudinal loyalty.
The findings indicated that overall service quality is positively related to attitudinal loyalty consisting of repurchase intention and positive word-of-mouth. Moreover, the more frequent and needless advertising messages customers receive, the less likely they intend to repurchase as well as disseminate positive word-of-mouth. Besides, if customers concern more about negative switching barriers from external environment, they would more likely intend to remain using the current service. The interesting findings revealed in this study not only added more knowledge to deepen the understanding of service quality and consumer psychology in the field of mobile telecommunication service, but also developed a number of practical implications for the mobile carriers in Vietnam.
Keywords: Mobile Network, Service Quality, Advertising Message, Negative Switching Barrier, Repurchase Intention, Positive Word-of-Mouth, Attitudinal Loyalty.
|
|---|
