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Author: 張會堂
Hui-Tang Chang
Thesis Title: 行動電話號碼可攜性對顧客轉換意願之探討
The study of effect on customer switching after implementation of mobile number portability
Advisor: 陳正綱
Cheng-Kang Chen
Committee: 葉瑞徽
none
盧希鵬
none
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2005
Graduation Academic Year: 93
Language: 中文
Pages: 51
Keywords (in Chinese): 行動電話號碼可攜性顧客滿意度顧客轉換誘因顧客轉換成本顧客轉換意願
Keywords (in other languages): Customer Switching Cost and Customer Switching I, Mobile Number Portability, Customer Switching Incentive
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  • 台灣第二代行動通信市場在歷經8年的自由競爭下,全國行動電話普及率已從2003年的111%下降至2004年的94.9%,而且經營家數從7家經由互相併購下已減至3家,充分顯示出此市場已相當成熟,雖已呈現3家寡占的市場狀況,但在電信總局主導立法通過之號碼可攜服務管理辦法,將於2005年10月15日實施下,以世界其他國家已實施的經驗中得知,此變數的投入將會促成市場各業者間產生更激烈的競爭活動,消費者將可從中獲得更多利益。
    因此本研究針對行動電話號碼可攜性服務實施後,可能影響顧客轉換意願的因素加以探討,以提供業者對未來競爭策略制定的參考。
    本研究將影響顧客轉換意願的因素分為三方面;顧客滿意度、顧客轉換誘因以及顧客轉換成本,在透過問卷調查收集資料並以多元迴歸分析驗證研究假設,其結果為顧客滿意度(使用價格、服務品質、網路品質以及其他附加價值)及顧客轉換誘因(替換業者的價格下降、替換業者提供更好的品質)具有十分顯著影響顧客轉換意願,但顧客轉換成本(提前解約之罰款、老客戶之續約優惠損失、價格或品質資訊不對稱)卻不顯著。
    因此本研究對行動通信業者的建議如下;價格不但是影響顧客滿意度最大的單一變數,而且價格下降也是引誘顧客轉換的最大的變數之一,未來如果各業者間之品質或其他價值無重大變化下,價格的競爭將是業者必須面對的,然而業者也不可忽視誘使顧客轉換的另一重要因素是提供更好的品質,而良好品質也是影響顧客滿意度的重要變數,而且影響力的總和不比價格少,最後不要忽略掉附加價值也可提升顧客對產品價值的認知。業者應注意依據目前顧客所認知的轉換成本而言,並無法對轉換意願產生明顯影響,業者應致力於顧客滿意度的提升才是根本之道,因此業者應衡量自己公司的競爭能力是在成本領導還是品質及價值的提升,並將資源投入自己的核心競爭力以形成競爭優勢。


    The second generation of mobile’s sector has been through keen competition for 8 years in Taiwan. The national mobile penetration rate had decreased from 111% of 2003 to 94.9% of 2004. The operators also have been through keen M&A (Mergers & Acquisitions) and changed from 7 to 3 of operators. It shows that this market is fully mature and competitive. Although the market is oligopoly with 3 operators now, the Directorate General of Telecommunications had made the Number Portability law and will implement it by Oct. 15, 2005. According to the experiences from other Countries who had implemented, it’ll cause more competitions among the operators. Then, customer will gain the benefits for it.
    This study is to investigate the influential variables of customer switching intention after implementation of mobile number portability. And find out the factors for operations to make the competition strategy.
    We categorize the influential variables of customer switching intention into 3 aspects, customer satisfaction, customer switching incentive and customer switching cost. We use the questionnaire with convenience samples to collect the data as well as multiple regression analysis to verify the hypotheses of this study. The results support the hypotheses that customer satisfaction and customer switching incentive are relevant to customer switching intention. But there is no significant impact between customer switching cost and customer switching intention.
    The followings are the suggestions we made according to the result of this study:
    Price is not only the biggest single variable to effect customer satisfaction but also the customer switching incentive. If there are no big changes of quality and value provided among all operators, all the operators will have to face the price war in the future after implementation of MNP. On the other hand, the operator should not ignore the other important variable of custom switching incentive is the better quality offering by competitors. And the quality is also the key factor to make customer satisfied. The total influential power of quality is not less than price. The last variable of customer satisfaction should not be ignored is value added service. Because it can ascent the total value perception of customer. The operator should be aware that switching cost of customer perceived now is not a switching barrier to them. The key fundamental of operator should focus on increasing the customer satisfaction, and also need to realize the competitive capabilities of the company, whether is cost leading or quality or value creation. Then, invest resources into the core competences to create the competitive advantage.

    第一章 緒 論 1 1.1 研究動機 1 1.2 已實施號碼可攜性國家之顧客轉換現象 4 1.2.1 香港 4 1.2.2 澳洲 5 1.2.4 韓國 7 1.2.5 芬蘭 8 1.2.6 小結 9 1.3 研究目的 10 1.4 研究程序 11 第二章 文獻探討 12 2.1 顧客轉換的定義及重要性 12 2.2 顧客滿意度對顧客轉換意願的影響 13 2.3 顧客轉換誘因對顧客轉換意願的影響 15 2.4 顧客轉換成本對顧客轉換意願的影響 16 第三章 研究架構與方法 18 3.1 研究架構 18 3.2 各變數之操作型定義 19 3.3 界定研究範圍、對象以及抽樣方法 20 3.3.1 界定研究範圍及對象 20 3.3.2 抽樣方法 21 第四章 研究結果與討論 22 4.1 受訪者基本資料敘述性統計分析 22 4.2 主要變數的敘述性統計分析 25 4.2.1 顧客滿意度之敘述性統計分析 25 4.2.2 顧客轉換誘因之敘述性統計分析 29 4.2.3 顧客轉換成本之敘述性統計分析 30 4.2.4 顧客轉換意願之敘述性統計分析 31 4.3 主要變數的信度分析 33 4.4 研究假設之驗證分析 33 4.4.1相關分析 33 4.4.2 徑向分析與假設檢定 36 5.1 研究結論與實務建議 41 5.1.1 顧客滿意度的研究結論與實務建議 41 5.1.2 顧客轉換意願的研究結論與實務建議 43 5.2 研究限制與後續建議 46 參考文獻 47 中文部分: 47 英文部分: 47 網站部分: 48

    中文部分:
    1. 虞孝成(91);交通部電信總局委託國立交通大學所作之行動電話號碼可攜及電信號碼資源收費相關機制之研究
    2. 林維熊(民 93)策略管理,國立台灣科技大學。
    3. 林宜錚,2001年,顧客轉換因素之探討—以行動電話門號業者為例,國立成功大學交通管理研究所碩士論文
    4. 陳炫璋,2002年,轉換成本與合作意圖—社會交換理論與交易成本理論的觀點,私立東海大學企業管理學系碩士論文
    5. 黃柏彰,2003年,廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究—以行動通訊產業為例,國立成功大學交通管理研究所碩士論文

    英文部分:
    1. Gerpott, T., Rams, W., &Schindler, A. Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunication Policy 25(2001) 249-269.
    2. Kim, M., Park, M., &Jeong, D., The effect of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunication Policy 28(2004) 145-159
    3. Kim, H., and Yoon, C., Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunication Policy 28(2004) 751-765
    4. Kim, M., Park, J.,Paik, J.,Seol, S.,&Park, H., An Empirical Study on the Influencing factors of customer churning intention after introducing mobile number portability in Korea. Electronics and Telecommunications Research Institste.
    5. Smura, T., Mobile number portability: case Finland, Helsinki University of Technology, Networking Laboratory. (2004)
    6. Kotler, Philip(1994), Marketing Management: Analysis, Planning, Implementation and Control,8th ed., Prentice Hall
    7. Jones, T.O. and Sasser, W.E. (1995), “Why satisfied customer defects”, Harvard Business Review, November-December, pp.88-99

    8. Lee, J., Lee, J., & Freick, L. (2001) The impact of switching costs on the customer satisfaction-loyalty link : Mobile phone service in France. Journal of Services Marketing, 15(1), pp.35-48

    網站部分:
    交通部電信總局--http://www.dgt.gov.tw/flash/index.shtml
    遠傳電信股份有限公司--http://www.fetnet.net/fetnetindex.html
    和信電訊股份有限公司--http://www.kgt.com.tw/
    台彎大哥大股份有限公司--http://www.tcc.net.tw/main/
    泛亞電信股份有限公司--http://www.tat.com.tw/
    東信電訊股份有限公司--http://www.mobitai.com.tw/mobitai/index.jsp
    Australian Communication Authority http://internet.aca.gov.au/ACAINTER/

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