顧客流失行為之影響因素探討--以美國無線通訊業為例

Abstract

近年來，美國的無線通訊產業(wireless telecommunications industry)成為經濟體中成長最快速的產業之一。但在市場日趨飽和、競爭激烈下，企業逐漸面臨顧客嚴重流失以及新顧客來源的缺乏的問題。面對這樣的環境，顧客流失管理逐漸變為顧客保留導向中一個重要的議題。本研究的目的即在了解顧客的流失行為。對企業而言，如能有效地降低顧客流失，不但對於提高企業利潤，且在節省成本開支方面皆有實質的助益，並且更是其永續經營的一個重要關鍵。 因此本研究利用離散選擇理論中的二項logit模式，來探討服務相關變數、使用變數、經濟變數、以及人口特徵變數，對於流失的影響。以提供相關企業在擬定客戶流失因應與客戶保留策略上的參考。

The US wireless communication industry has been one of the fastest-growing businesses in recent years. As the market gradually saturates and the competition is intensified, the enterprise faces the problem of customer churn seriously. Under such fierce competition, the customer retention has become the major concern.The goal of this study is to understand the customer churning behavior. For the enterprise, if it can effectively reduce the customer churning behavior, it not only enhances the enterprise profit, but also helps to save the cost of expenditure. It is the key in managing the company for the long-term. Based on the binominal logit model in discrete choice theory, the paper develop a churn behavior model which estimates the probability of customer churn associated with service variable、economic variables、use variables and customer demographics. The study results in some generalized outcomes which can be applied to wireless service providers in forming strategies of customer churn management and customer retention