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研究生:李賜郎
研究生(外文):Lee, Ssu-Lang
論文名稱:顧客轉換行為模式之研究
論文名稱(外文):A Study of Switching Behavior Models
指導教授:方文昌方文昌引用關係
指導教授(外文):Fang, Wenchang
學位類別:博士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:122
中文關鍵詞:顧客轉換行為模式顧客結構轉換意願
外文關鍵詞:switching behavior modelcustomer baseswitching intention
相關次數:
  • 被引用被引用:1
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本研究主要探討消費者轉換行為模式,藉由對行動通訊消費者過去之轉換行為,及消費者之特質,以驗證消費者之轉換行為模式,期能對業者在行銷管理作為上有所助益。
本研究以問卷調查的方式進行資料蒐集,調查發現:顧客轉換率超過四成,且有六成以上的消費者其使用一家業者之時間不超過四年,顯示行動通訊之顧客轉換頻繁。在電話市場已達飽和的情形下,業者之行銷努力方向應由擴展新使用者轉為固守現有之顧客,才能在此競爭激烈市場中占有一席之地。
為探知行動通訊消費者之顧客結構差異,本研究將消費者依使用經驗分為「未轉換者」及「轉換者」,再將「轉換者」依其轉換原因分為二群,一群為「非不滿意轉換者」,及「不滿意轉換者」;而在涉入程度方面依涉入程度之高低,將顧客分為二群;再分別探討不同顧客結構其轉換行為模式之差異性。
本研究所建構之轉換行為模式,是以線性關係模式探討:「顧客滿意度」、「認知轉換成本」、「主觀規範」、及「轉換態度」對「轉換意願」、「主動忠誠」及「被動忠誠」的影響,以驗證不同的顧客組成群體其轉換行為的差異性,結果顯示本研究所提出之假設均得到支持。主要結論為:
(1)網路外部性與認知轉換成本之間存在線性相關,且不同顧客群體,其影響有顯著差異。
(2)轉換意願、主動忠誠與被動忠誠三者與顧客滿意度、主觀規範、認知轉換成本、及轉換態度之間存在線性函數關係,且各個變項之影響程度有顯著差異。
(3)在不同顧客結構中(轉換經驗及涉入程度),各個解釋變數對反應變數的影響程度也有顯著差異。
Customer switching behavior can give venomous effects on the profitability and competence of firms in today’s marketplace. Creating and maintaining customer loyalty has become a strategic effort in today’s service markets. But, researchers have argued that not all customers are equal and suggested that customers differ in their value to a firm. Firms should target the “right” customers who are likely to do business with over time. It is becoming necessary for them to have a good understanding of the difference on an individual level of their customer bases. The purpose of this study is to explore the difference of the effects of the switching behavior model among customer groups in the mobile telecom industry in Taiwan.
In switching behavior, a firm’s customer base is thought to comprise two groups of customers: (1) customers who have switched from other service provider (whom we refer to as “switchers”) and (2) those who have not (the first-time adopters whom we refer to as “stayers”). The switcher can be further classified into two types: dissatisfied switchers and non-dissatisfied switchers. In consumer involvement, a firm’s customer base comprises two groups of customers, with low level of involvement and with high level of involvement, respectively.
We build the switching behavior models in linear relationship with the independent variables: customer satisfaction, subjective norm, attitude, and perceived switching costs, to predict the dependent variables: switching intention, active loyalty, and passive loyalty, respectively. Using ANCOVA analysis, we found:
(1) There is a linear relationship between network externality and perceived switching costs with significant different effects among customer groups.
(2) There is a linear relationship between switching intention and the anticipants: customer satisfaction, subjective norm, attitude, and perceived switching costs, with significant different effects among customer groups.
(3) There is a linear relationship between active loyalty and the anticipants: customer satisfaction, subjective norm, attitude, and perceived switching costs, with significant different effects among customer groups.
(4) There are linear relationships between passive loyalty and the anticipants: customer satisfaction, subjective norm, attitude, and perceived switching costs, with significant different effects among customer groups.
謝詞 i
中文論文提要 ii
英文論文提要 iii
目 錄 v
圖 次 vii
表 次 viii
第一章 緒 論 1
第一節 研究動機 1
第二節 研究目的 5
第二章 文獻回顧 6
第一節 計劃行為理論 6
第二節 品牌轉換模式 8
第三節 顧客滿意度 13
第四節 轉換經驗 18
第五節 涉入程度 19
第六節 主觀規範 21
第七節 網路外部性 22
第八節 認知轉換成本 24
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 29
第三節 研究變數之定義與衡量 31
第四節 抽樣設計 34
第五節 分析方法 35
第四章 研究結果與討論 38
第一節 樣本基本資料分析 38
第二節 顧客轉換模型之構面分析 57
第三節 顧客結構分析 65
第四節 顧客轉換模式分析 75
第五章 結論與建議 94
第一節 結 論 94
第二節 建 議 99
參考文獻 100
附錄 108
問卷 108
簡歷 112
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