運用聯合分析法探討行動通訊業顧客行為模式之區隔研究

Abstract

全球行動通訊業競爭日趨激烈，各電信業者紛紛推出多種行銷手段與服務方案以吸引更多客戶，但是由於消費者的偏好不易量化掌握、且問卷蒐集方式較耗時、樣本較小，而電信業者本身即擁有的龐大顧客資料庫，其中對客戶各項行為資料、人口統計都有詳細的記錄，是十分理想的研究資源。

因此本研究利用客戶資料庫作為研究基礎，透過聯合分析探討通訊服務的多重屬性 (主要來自三大構面：產品功能、服務品質、相關價格) 與行動通訊業用戶的使用行為之間的關聯性、及各屬性及其水準之重要性，更進一步對用戶加以瞭解與區隔，透過人口及行為變數描繪各區隔用戶的特性與使用行為上的差異，以提供業者在針對不同群體制定各項產品或服務設計策略之參考。

Due to the fierce competition in global telecommunications industry, the operators have been using marketing tools and offering a variety of value-added services to attract more customers. However, it is not easy to quantify consumer preferences, and collecting questionnaires takes time with a small sample of respondents. Therefore, the huge dataset of customers with detailed record of demographic and behavioral information by the company is an ideal target for research.

Based on the customer data from a major wireless telecommunications company, this study investigates the relationship between multiple attributes of telecommunication service (mainly from three dimensions: product function, service quality, relative prices) and customer behavior by conjoint analysis, the importance of the attributes and their levels is also explored. Furthermore, the segmentation is made. The difference of segments is discussed through demographic and behavioral tendencies. The research result provides a more efficient way for designing new products or services.