滿意度及轉換成本對顧客忠誠度的影響－以我國行動通訊市場為例

Abstract

九○年代以來，隨著全球電信自由化及無線通訊科技的發展，行動通訊成為發展最快速的產業之一。我國自一九九七年開放民營業者經營行動電話市場，五年之間，手機滲透率已高達100%。當市場已達到飽和，為了維持市場佔有率，此時業者的核心策略不是挖掘潛在客戶，而是如何留住既有客戶並加強其忠誠度。因此，本研究以我國的行動通訊市場為例，從滿意度及轉換成本兩個變項，探討顧客忠誠度的影響因素及內涵。研究方法部分，採用網路問卷調查法（Web survey），驗證研究假設，進行探討。

研究發現，滿意度是驅動顧客忠誠度的主要因素。滿意度及轉換成本的高低程度，皆對顧客忠誠度有顯著的影響，其中，「高滿意度╱中轉換成本」的顧客族群忠誠度最高。行動通訊為高度產品經驗導向的服務形式，因此，在行銷建議上，業者仍須著重於加強顧客滿意度，如通話品質、網內互打或群組通話費折扣等。再者，業者可進行轉換成本的顧客關係管理，逐步發展顧客忠誠度計畫。

In 1990s, on account of the development of global liberation of telecommunication and wireless technology; cellular communication has become one of the most booming industries. Mobile telecommunication services in Taiwan have developed robustly since private operator entered the market on year 1997.Soon after; the number of subscribers was sharply rising around 100%.

In response to market saturation, the telecom operators should switch it strategy focus away from attracting new customers, towards retaining the loyalty of the existing customers. The main object of his paper is to investigate the effect of satisfaction and perceived switching costs on customer loyalty. Data are collected from Web-based survey.

The findings suggest that telecom operators should focus primarily on the customer satisfaction. The effect of the dimensions of perceived costs on those of loyalty is also verified. Managerial implications are discussed.