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研究生:吳坤泉
研究生(外文):Kun-Chuan Wu
論文名稱:行動電話顧客流失行為探討
論文名稱(外文):The study of customer churn behavior of mobile phone
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Dung-Chun Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:高階管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:51
中文關鍵詞:行動電話使用量流失行為人口變數通話費
外文關鍵詞:mobile telecommunicationusage expensechurn behaviorusage volumedemographic variables.
相關次數:
  • 被引用被引用:36
  • 點閱點閱:1912
  • 評分評分:
  • 下載下載:658
  • 收藏至我的研究室書目清單書目收藏:9
摘要
國內電信市場自民國86年全面開放行動電話通信業務以來,由於有五家民營業者與一家公營電信業者加入競爭,以及消費者對無線通信服務殷切需求,使得市場呈現蓬勃景象。近年來,隨著行動電話市場日趨飽和,競爭情勢日益激烈,各家業者均面臨客戶嚴重流失(churn)與爭取新客戶成本高昂雙重問題。本研究的目的為深入瞭解與探討顧客流失行為,提供電信業者參考建議,以減少顧客流失率。本研究對於流失問題的研究,主要以客戶人口統計資料及使用資料為分析基礎,探索客戶流失與否前後通話行為變化,從中尋找流失徵兆,並針對流失用戶作問卷電話訪談。
本研究主要結論有(1)每月平均通話費、平均每通話費與使用量對流失與否關係顯著,(2)性別與租用期間對用戶流失與否的影響並不顯著,(3)申裝原因與用戶流失與否關係顯著。根據研究結果,本研究建議電信業者(1)運用價格策略滿足顧客不同的需求,進而保留顧客。(2)重視與運用性別與年齡因素,提昇市場佔有率。(3)推出廣告時,應強調競爭者間的差異比較與本身的優勢條件,俾與競爭者有所區隔。
ABSTRACT
Due to the drastic competition between five private-owned and one incumbent public-owned carrier companies in domestic mobile phone industry, which was deregulated in 1997, as well as the customers’ strong demand, the mobile telecommunication market is presenting vigorous outlooks. Nowadays as the mobile telecommunication market is being saturated, those carrier companies are confronted with dual difficulties of high customer churn rate and high cost to attract new customers. The main purpose of this study is to analyze deeply into the customer’s churn behavior in order to provide suggestions for the carrier companies. The data analyzed in this study include customers’ demographic statistics and their usage data. In addition, this study conducts a telephone survey to customers who have churn behaviors to examine the main reasons of such behaviors.
The major findings of this study are as follows: (1) the churn rate is significantly influenced by the average usage expense per month, the average usage expense per call, and the usage volume per month, (2) gender and subscription length do not have significant impact on the churn rate, (3) subscription reasons will affect churn behavior. According to the research results, this study proposes the following three suggestions. (1) The carriers can apply the pricing strategy to satisfy different customer’s demand in order to retain the customers. (2) Gender and age are two important factors that the carriers can adopt to increase their market shares. (3) In advertising, the carriers need to emphasize their competitive advantages to differentiate themselves from other competitors.
目 錄
第壹章 緒論
第一節 研究背景與動機…………………………………………1
第二節 研究目的………………………………………………5
第三節 研究內容與流程………………………………………………6
第貳章 文獻回顧
第一節 顧客流失的定義與重要性……………………………7
第二節 顧客流失影響因素…………………………………10
第參章 研究方法
第一節 研究架構與假設………………………………………18
第二節 研究對象與抽樣方法……………………………………19
第三節 行動電話用戶使用資料與研究變數衡量………………19
第四節 流失用戶問卷設計內容說明………………………………21
第五節 資料分析方法………………………………………………22
第肆章 資料分析與討論
第一節 有效樣本的描述…………………………………23
第二節 流失與未流失用戶差異分析……………………27
第三節 研究假設之logistic迴歸分析…………………32
第四節 流失用戶問卷訪談結果分析……………………36
第伍章 結論與建議
第一節 研究結論…………………………………………42
第二節 實務上的建議……………………………………45
第三節 研究限制與後續研究之建議……………………47
參考文獻…………………………………………………………49
附錄
參考文獻
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14. 經濟部 (民90),「2001產業技術白皮書」,台北:台灣經濟研究院。

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14.Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, Vol. 58 (July), pp. 20~38.
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