跳到主要內容

臺灣博碩士論文加值系統

(3.235.120.150) 您好!臺灣時間:2021/07/31 15:17
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:王劭廷
研究生(外文):Shao-Ting Wang
論文名稱:行動通訊電話號碼可攜性對顧客轉換意願因素之研究
論文名稱(外文):The Study of Factor on Customer switching After Implementation of Mobile Telecommunication Number Portability
指導教授:楊台寧
指導教授(外文):Tai-Ning Yang
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:75
中文關鍵詞:門號可攜性行動電話轉換意願
外文關鍵詞:mobile number portabilitymobile phoneData Miningtaiwanafterswitching intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:183
  • 評分評分:
  • 下載下載:13
  • 收藏至我的研究室書目清單書目收藏:0
在國內行動電話普及率已達96.55%的今天,新用戶的開發將日益困難,留住既有顧客將是行動通訊服務業者最重要的經營課題,可以預期的是,廠商將透過提升顧客保留的方式,來增加企業的收益。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,目前國內行動電話市場中相對缺乏轉換用戶之特性研究,故本研究問卷設計乃針對曾轉換行動電話服務業者之用戶,利用轉換用戶相關心理、行為、資訊來源與人口統計等構面資料,採用統計方法之因素分析與迴歸分析作為資料探勘的工具,將轉換用戶做市場區隔。
提供更多舊顧客優惠可更貼近消費者的意願,雖然門號可攜式服務對於轉換成本有降低作用,但仍可藉由此方式來達到降低顧客轉換電信業者,以利企業穩定營收。
Since 1997, the mobile telecommunications industry in Taiwan has expanded rap-idly owing to a liberalized environment. The penetration rate of the mobile phone has been over 95%. The sector is characterized by both high customer turnover and high customer acquisition costs. This study is to investigate the influential variables of cus-tomer switching intention after implementation of mobile number portability.
There is no similar research in Taiwan about how the carrying numbers affect the switching users. This study established a datab and factor analysis with statistical methods and regression as our tools of data mining.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 4
第三節 研究範圍............... 5
第四節 研究流程............... 5
第二章  文獻探討................. 7
  第一節  顧客轉換的定義............ 7
  第二節  行動通訊電話號碼可攜式服務之定義
       及對顧客轉換的影響.......... 9
  第三節  忠誠度的定義及對顧客轉換的影響.... 12
  第四節  滿意度的定義及對顧客轉換的影響.... 17
  第五節  外在誘因............... 18
第三章  研究方法................. 23
  第一節  研究架構............... 23
  第二節  研究假設............... 24
  第三節  操作型定義與問卷設計......... 28
  第四節  調查方法............... 33
  第五節  資料分析方法............. 34
第四章  資料分析與結果.............. 37
  第一節  基本敘述統計分析........... 37
  第二節  研究假設驗證分析........... 44
第五章  結論與建議................ 59
  第一節  研究結論............... 59
  第二節  結論意涵............... 61
  第三節  研究重要性.............. 62
第四節  研究限制及後續研究建議........ 63
參考文獻 ..................... 64
附錄A 研究問卷.................. 76
附錄B 變數相關分析................ 78
一、中文部份
王志剛、謝文雀(1995)編譯,消費者行為,台北:華泰書局。

方世榮(2003),行銷管理學(11版),台北:東華書局。

尤奕清(2005),服務品質與信任對顧客忠誠度的影響-以奇摩拍賣網站為例,私立大同大學事業經營學系未出版之碩士論文,12-53。

交通部電信總局,http://www.dgt.gov.tw/flash/index.shtml。

李宜芳(2002),台灣地區海運承攬運送業務服務認知差距與忠誠度關係之研究,國立海洋科技大學航運管理學系未出版之碩士論文,8-12。

台灣經濟研究院,http://www.tier.org.tw/

李柏傑(2004),電信產品與服務品質對顧客滿意、信任及再購意 願關係之探討-以企業客戶為例,銘傳大學管理研究所未出版之碩士論文,23-45。

吳萬益、林清河著(2001),行銷研究,台北:著者發行。

沈德裕、簡大濤(2006),電信業有效消費者回應對顧客滿意度之實證研究,運動休閒管理學報,(3)1,25-30。

林宜錚(2001),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未出版之碩士論文,27-62。

徐木蘭(1991),行為科學與管理,台北:華泰書局。

陳順宇(2000),多變量分析,台北:華泰書局。

陳琇玲(2002),創造競爭優勢,台北:先覺出版社。

陳貴英(2001),網路零售業顧客忠誠度之研究,朝陽科技大學企業管理系碩士班未出版之碩士論文,10-21。

陳湘儀(2003),行銷策略、品牌權益與再購意願關係之研究-以台北、上海化妝品市場為例,國立台北大學企業管理學系未出版之士論文,33-36。

黃俊英(1994),企業研究方法,台北:東華書局。

黃俊瑋(2002),行動通訊服務市場顧客保留影響因素之探討,國立成功大學交通管理研究所未出版之碩士論文,11-43。

黃靖文(2004),量販店服務品質、顧客滿意度與忠誠度間關係之研究─以大台北地區大潤發量販店為例,私立大同大學事業經營研究所未出版之碩士論文,30-41。

歐亞停(2004),品牌知識與網路素養對知識認知價值及網路忠誠度影響關係研究,私立中國文化大學國際企業管理研究所未出版之碩士論文,26-45。

薛立彙(2005),關係行銷、顧客忠誠與顧客參與之研究,私立中國文化學國際企業管理研究所未出版之碩士論文,17-19。

謝安田(1998),企業研究方法論,台北:著者發行。

二、英文部分

Anderson, E., Weitz, A., & Barton, N. (1992). The use of pledges to build and sustain commitment in distribution channels, Journal of Marketing Research, 29(1), 18-34.

Anderson, E., & Sullivan, M. W. (1993). The antecedents and conse-quences of customer satisfaction for firms, Marketing Science, 12(2), 125-143.

Anderson, E. W., Fornell, C., & Lehman, D. R. (1994). Customer sat-isfaction, sarket share, and profitability: Findings from Sweden, Journal of Marketing, 58(7), 53-66.

Aoki, J., & Small, J. (1999). The economics of number portability: Switching costs and two-part tariffs. Unpublished manuscript, University of Auckland at New Zealand.

Assael, H. (2001). Consumer Behavior and Marketing Action(6th ed.). New York: McGraw-Hill.

Becker, G. S., & Murphy, M. K. (1988). The family and the state. The Journal of Law and Economics, 30(1), 1-18.

Beggs, A. W., & Klemperer, P. (1992). Multi-period competition with switching costs. Econometrica, 60(3), 651-666.

Bloemer, J., & Ruyter, K. D. (1998). Merging service quality and ser-vicesatisfaction: an empirical test of an integrative model, Jour-nal of Economic Psychology, 18(3), 387-406.

Bloemer, J. M. M., & Kasper, H. D. P. (1995). The complex relation-ship between consumer satisfaction and brand loyalty, Journal of Economic Psychology, 16(1), 311-329.

Bolton, R. N., & Bronkhost, T. M. (1995). The relationship between customer complaints to the firm and subsequent exit behavior, Advance in Consumer Reseach, 22(1), 94-100.

Bolton, R. N. (1998). A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction, Marketing Science, 17(1), 45-65.

Bolton, R. N., Kannan, P. K., & Bramlett, D. M. (2000). Implication of loyalty program membership and service experiences for customer retention and value, Journal of the Academy of Marketing Science, 28(1), 95-108.

Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. Internal Journal of Contemporary Hospitality Management, 13 (5), 213-217.

Brown, G. H. (1952). Brand loyalty-fact or fiction, Advertising Age. Journal of the Academy of Marketing Science, 23(3), 52-55.
Burnham, T. A., Frels, J. K., & Mahajan V. (2003). Consumer switching costs:A Typology, antecedents, and consequences, Journal of the Academy Marketing Science, 1(1),109-206.

Cai, Y., Deilami, C., & Iraj, Z. (1998). Customer retention in a competitive power market: Analysis of a double-bounded plus follow-ups questionnaire, Energy Journal, 19(2), 191-215.

Cardozo, R.N. (1965). An experimental study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2(1), 244-249.

Craig, L. J., & Browne, B. (1995). Consumer Behavior (1st ed.). New York: John Wiley & Sons.

Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension, Journal of Marketing, 56(3), 55-68.
Cunningham, R. M. (1956). Brand loyalty-what, where, how much. Harvard Business Review, 34(3), 116-128.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an inte-grated conceptual framework, Journal of the Academy of Marketing Science, 22(2), 99-113.

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationship, Journal of Marketing, 51(2), 11-27.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior(7th ed.). New York: John Wiley & Sons.

Farrell, J., & Saloner, G. (1986). Installed base and compatibility, American Economic Review, 76(2), 940-955.

Folkes, V.S. (1988). recent attribution research in consumer behavior: A review and new directions, Journal of Consumer Research, 14(1), 548-565.

Fornell, C. (1994). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56 (1), 6-21.

Frederick, J. O. (2000). Connecting customer loyalty to financial re-sults. Marketing Management 10 (1), 26-32.

Ganesh, W., Arnold, M. J., & Kristy, R. E. (2000). Understanding the customer base of service providers: An examination of the dif-ferences between switchers and stayers, Journal of Marketing, 1(1), 65-87.

Garbarino, E., & Johnson, M. S. (1999). The different roles of sat-isfaction, trust, and commitment in customer relationships, Journal of Marketing, 63 (2), 70-87.

Gerpott, S., Torsten, J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market, Telecommunications Policy, 25(1), 249-269.

Grant, A. W. H., & Schlesinger, L. A. (1995). Realize your customers full profit potential, Harvard Business Review, 73(1), 59-72.

Guest, W. H. (1995).Realize your customers full profit potential, Har-vard Business Review, 73 (3), 59-72.

Howard, J. A., & Sheth, J. N. (1969). The theory of behavior, New York: John Wiley& Sons.

Hunt, H. K. (1977). CS/D overview and future research directions. conceptualizationand measurement of customer satisfaction and dissatisfaction, Harvard Business Review, 7 (3), 56-72.

Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior, Journal of Marketing Research, 10(2), 1-9.

Javalgi, R., & Moberg, C. (1997). Service loyalty: implications for service providers, Journal of Service Marketing, 11(3), 165-79.

Jones, T. O., & Sasser, W. E. (1995). Why satisfied customer defect, Harvard Business Review, 73(6), 88-99.

Jones, F., Michael A., David M. L., & Sharon, B. E. (2000). Switching barriers and repurchase intentions in services, Journal of Retailing, 76(2), 259-274.

Katz, M. L., & Shapiro, C. (1985). Network externalities, competition and compatibility. American Economic Review, 75(3), 424-440.

Katz, M. L., & Shapiro, C. (1986). Product compatibility choice in a market with technological progress, Oxford Economics Papers, 38(2), 146-169.

Keaveney, S. M. (1995). Customer switching behavior in service in-dustries: An exploratory study, Journal of Marketing, 59(2), 71-82.

Kim, H. S., & Yoon, C. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Tele-communication Policy, 28(2), 751-765.

Klemperer, P. (1995). Competition when consumer have switching costs: An overview with applications to industrial organization, macroeconomics, and international trade, Review of Economic Studies, 62(4), 515-540.

Kotler, P. (1994). Marketing Management: Analysis, Planning Im-plementation, and Control (8th ed.). New Jersey: Prentice Hall.

Kotler, P. (1999). Marketing Management (10th ed.). New Jer-sey :Prentice-Hall.

Lee, Y., Jonathan, K., Lee, S., Janghyuk, G., Feick, N., & Lawrence, F. (2001). The impact of switching costs on the customer satisfac-tion- loyalty link: Mobile phone service in France, The Journal of Services Marketing, 15(1), 35-40.

Liebowitz, S. J., & Margolis, S. E. (1995). Dependence, Lock-In, and History, Journal of Law, Economics and Organization, 11(2), 205-226.

Lim, K. S. (1997). Brand loyalty and situational effects: An interac-tionist perspective, Journal of International Consumer Market-ing, 9 (4), 95-115.

Lovelock, C. H. (2001). Service Marketing (4th ed.). New York: Pren-tice Hall International, Inc.

Madden, G., Scott, J. S., & Grant, C. N. (1999). Subscriber churn in the australian ISP market, Information Economics and Policy, 11(2), 195-207.

Nielson, C. C. (1996). An empirical examination of switching cost investments in business marketing relationships. Journal of Business & Industrial Marketing, 11(6), 38-60.

Nilssen, T. (1992). Two kinds of consumer switching costs, The Rand Journal of Economics, 23(4), 579-89.

Oliver, R. L. (1981). Measurement and evaluation of satisfaction process in retailing setting, Journal of Retailing, 57(2), 25-48.

Oliver, R. L. (1999). Whence consumer loyalty, Journal of Marketing, 63(3), 33-44.

Porter, M. E. (1980). Competitive Strategy, New York: Free Press.

Reynolds, P. (1974). A theory of interdependent demand for a com-munications service, The Bell Journal of Economics, 5(1), 16-37.

Robert, C., Blattberg, X., & Neslin, S. A. (1990). Sales promotion concepts, methods, and strategies. New Jersey: Prentice Hall.

Rohlfs, J. (1974). A theory of interdependent demand for a communi-cations service, Bell Journal of Economics and Management Science, 5(1), 16-37.

Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share, Journal of Retailing, 69(2), 193-215.

Singh, J., & Sirdeshmukh, D. (2000). Understanding the structure on consumer satisfaction evaluation of service delivery, Journal of the Academy of Marketing Science, 19(2), 223-234.

Soman, D. (1998). The illusion of delayed incentives﹕Evaluating future effort-money transactions, Journal of Marketing Re-search, 6(2), 427-437.

Shapiro, C., & Varian, H. (1998). Information rule: A strategic guide to the Network Economy, Boston: Harvard Business School Press.

Shy, O. (2001). the economics of network industries. London: Cam-bridge University Press.

Supphellen, M., & Nysveen, H. (2001). Drivers of intention to re-visit the web-site of well-known companies:The role of corporate brand loyalty, International Journal of Market Research, 43(3), 341-352.

Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making, Journal of Consumer Research, 26(2), 401-417.

Wathne, K. H., Harald, B., & Heide, J. B. (2001). Choice of supplier in embedded markets﹕Relationship and marketing program effects, Journal of Marketing, 65(2), 54-65.

Webster, C., & Sundaram, D. S. (1998). Service consumption critical-ity in failure recovery, Journal of Business Research, 41(2), 153-159.

Weiss, A. M., & Anderson, E. (1992). Converting from independent to employee salesforces: The role of perceived switching costs, Journal of Marketing Research, 29(1), 101-115.

Wireless Review (2001). http://www.wirelessreview.com, [2001, April 15].

Woo, K. S., & Fock, H. K. Y. (1999). Customer Satisfaction in the Hong Kong mobile phone industry, The Service Industry Jour-nal, 19(3), 162-174

Zeithaml, V. A., & Bitner, W. (1996). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evi-dence, Journal of Marketing, 52(3), 2-22.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top