臺灣博碩士論文加值系統

The past two decades, Filipino telcos have reaped the benefits of the dramatic growth of prepaid mobile subscribers due to the decreasing prices of mobile phones, the poor fixed line infrastructure in the Philippines as well as the large percentage of the Filipino population with low to middle incomes. However, in recent years, the mobile telecommunications industry has began to reach maturity as mobile penetration approaches saturation and new firms enter the industry. This means that, more than ever, it has become critical for telcos to shift strategic focus to customer retention. In order to do this, firms must first understand what drives their prepaid subscribers to switch service providers. Thus, this study aims to further the understanding of prepaid circumstances, customer perceptions and social influences surrounding subscriber’s decisions to change service providers.
Through a survey among 545 prepaid subscribers in Metro Manila,Philippines, the study makes three major findings. First, it was found that demographic factors have greater effects on prepaid switching than perceptions or social influence. Second, it was found that the drivers of switching intentions were different from drivers of actual switching behavior. Finally, the third major finding was that past switching behavior also has a significant effect on a subscriber’s future intention to switch.

TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
LIST OF TABLES VI
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.1.1 Prepaid Mobile Services. 3
1.1.2 Features of Prepaid Mobile Services. 5
1.1.3 Prepaid Switching and Churn. 5
1.1.4 Preliminary Study. 6
1.2 Research Objectives. 6
1.3 Research Contribution. 7
1.4 Research Project Flow. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Service Switching. 10
2.2 Switching in Prepaid Mobile Service. 13
2.3 Customer Perceptions. 14
2.3.1 Perceived Switching Barriers. 14
2.3.2 Perceived Switching Barriers and Switching. 18
2.3.3 Perceived Service Fairness. 19
2.3.4 Perceived Switching Fairness and Switching. 23
2.3.5 Perceived Service Quality. 24
2.3.6 Perceived Service Quality and Switching. 29
2.4 Social Influence. 30
2.5 Social Influence and Switching. 35
2.6 Socio-Economic Classification (SEC). 36
2.7 Socio-Economic Classification and Switching. 38
2.8 Research Model and Hypotheses. 39
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 42
3.1 Research Design. 42
3.2 Research Variables. 42
3.2.1 Perceived Switching Barriers. 43
3.2.2 Perceived Service Fairness. 43
3.3 Questionnaire Design. 46
3.4 Sampling Plan. 47
3.5 Data Collection. 48
3.6 Data Analysis Procedure. 48
CHAPTER FOUR RESULTS AND DISCUSSION 54
4.1 Descriptive Statistics 54
4.1.1 Characteristics of the Sample. 54
4.1.2 Measurement Results for Relevant Research Variables. 58
4.2 Factor Analysis and Reliability Tests. 65
4.2.1 Past Switching Behavior: Perceived Switching Barriers. 65
4.2.2 Past Switching Behavior: Perceived Service Fairness. 68
4.2.3 Past Switching Behavior: Perceived Service Quality. 70
4.2.4 Switching Intention: Perceived Switching Barriers. 72
4.2.5 Switching Intention: Perceived Service Fairness. 74
4.2.6 Switching Intention: Perceived Service Quality. 76
4.2.7 Social Influence. 78
4.3 T-test and Chi-Square test. 81
4.3.1 T-test on Factors of Past Switching Behavior. 81
4.3.2 T-test on Factors of Switching Intention. 82
4.3.3 Chi-square Test on Demographics of Past Switching Behavior. 83
4.3.4 Chi-square Test on Demographics of Switching Intention. 84
4.4 Logistic Regression. 84
4.4.1 Logistic Regression Significance Tests for Past Switching Behavior. 85
4.4.2 Logistic Regression Significance Tests for Switching Intention. 89
4.4.3 Analysis of Competing Models. 93
4.4.4 Variables in the Logistic Regression Equation. 93
4.4.5 Collinearity Tests. 100
CHAPTER FIVE CONCLUSIONS AND RECOMMENDATIONS 103
5.1 Conclusions and Findings. 103
5.3 Additional Findings and Discussion. 106
5.2 Managerial Implications. 110
5.3 Limitations and Recommendations for Future Research. 111
REFERENCES 113
APPENDIX 119

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