The Study of the Impacts of Satisfaction, Regret and Switching Barriers on Transition Behavior of World-Famous Brand ...
李進益、高立箴
E-mail: 9608064@mail.dyu.edu.tw
ABSTRACT
Cellular phone manufacturers have invested lots of resources to engage in product innovation recently to provide diversified and new functional mobile phones to consumers. For example, mobile phones equipped with wireless headsets, voice dialing, superior pixel digital photographing, digital media, Bluetooth, wireless transformation, GPS and PDA, are. In addition, they also strengthen the specialties of products to promote competitive advantages, switch the mobile phones from enduring products to consuming products and arouse the fashion of the usage of 3C to attract consumers to switch their mobile phones. Results and suggestions: 1. Cellular phone design significantly influences the satisfaction and the regret altitude of consumers. We suggest that cellular phone
manufacturers should invest more resources into cellular phone function design and provide better supporting services to improve consumer’s satisfaction and reduce consumer’s regret. 2. cellular phone manufacturers can increase the degree of consumers’
switching barriers and decrease consumers’ churn intention by constructing switching costs. 3. Switching barriers do not
significantly influence consumers’ churn intention. The reason may be either the sample size is too small or the questionnaire is not in details to entail the actual viewpoints of the consumers. 4. Churn intention may result in switching behavior. That is, consumers may be more inclined to take switching action when the churn intentions are higher. Hence, cell phone manufacturers should not only enhance the core competition advantages and construct effective switching barriers, but also provide substantial service to eliminate consumers’ churn intention.
Keywords : consumer satisfaction、regret、switching cost、switching barriers、churn intention、switching behavior Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．
．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．
．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．
．．．．．．．．．． 1 第二節 研究問題與目的．．．．．．．．．．．． 2 第三節 研究重要性．．．
．．．．．．．．．．． 3 第四節 研究範圍與流程．．．．．．．．．．．． 4 第二章 文獻探討．．．．．
．．．．．．．．．．．． 6 第一節 行動電話產業概況．．．．．．．．．．． 6 第二節 服務品質．．
．．．．．．．．．．．．． 7 第三節 顧客滿意度．．．．．．．．．．．．．． 8 第四節 顧客後悔度
．．．．．．．．．．．．．． 10 第五節 轉換成本．．．．．．．．．．．．．．． 11 第六節 轉換障 礙．．．．．．．．．．．．．．． 11 第七節 轉換意願．．．．．．．．．．．．．．． 12 第八節 轉 換行為．．．．．．．．．．．．．．． 15 第三章 研究方法．．．．．．．．．．．．．．．．． 18 第一節 研究架構．．．．．．．．．．．．．．． 18 第二節 研究假設及推論．．．．．．．．．．．． 19 第三 節 變數的操作型定義及衡量．．．．．．．． 23 第四節 問卷設計與預試．．．．．．．．．．．． 27 第五節 分析方法．．．．．．．．．．．．．．． 30 第四章 研究結果與分析．．．．．．．．．．．．．． 32 第一節 敘述性統計分析．．．．．．．．．．．． 32 第二節 相關分析．．．．．．．．．．．．．．
． 38 第三節 路徑分析．．．．．．．．．．．．．．． 40 第四節 變異數分析．．．．．．．．．．．
．．． 44 第五章 結論與建議．．．．．．．．．．．．．．．． 46 第一節 研究結論．．．．．．．．．．
．．．．． 46 第二節 管理意涵及建議．．．．．．．．．．．． 51 第三節 實務意涵．．．．．．．．
．．．．．．． 53 第四節 研究限制與未來研究建議．．．．．．．． 53 參考文獻 ．．．．．．．．．．．．
．．．．．．．．． 55 附錄A ．．．．．．．．．．．．．．．．．．．．． 67 附錄B ．．．．．．．．．．．．．．
．．．．．．． 70 表目錄 表 2- 1 行動電話用戶數．．．．．．．．．．．．．．．．． 6 表 2- 2 臺閩地區2G行動電話業 務概況按公司分．．．．．．． 7 表 3- 1 變數的構念定義．．．．．．．．．．．．．．．．． 23 表 3- 2 變數操作型定 義．．．．．．．．．．．．．．．．． 24 表 3- 3 服務品質衡量構面及問項．．．．．．．．．．．．． 25 表 3- 4 轉換 成本衡量問項．．．．．．．．．．．．．．．．． 26 表 3- 5 顧客滿意度、後悔度、轉換障礙等衡量構面及問項．． 27 表 3- 6 研究問卷設計主要構面之衡量表．．．．．．．．．． 28 表 3- 7 受訪者訪問地區分佈．．．．．．．．．．．．
．． 30 表 4- 1 有效問卷樣本結構分析．．．．．．．．．．．．．． 33 表 4- 2 前四大手機品牌與GSM系統業者用戶人 數比．．．． 34 表 4- 3 四大品牌各衡量構面?述性統計表．．．．．．．．． 36 表 4- 4 各評量構面的信度分析．．．．
．．．．．．．．．． 37 表 4- 5 顧客滿意度路徑分析之路徑係數．．．．．．．．．． 41 表 4- 6 顧客後悔度路徑分析之 路徑係數．．．．．．．．．． 41 表 4- 7 轉換障礙路徑分析之路徑係數．．．．．．．．．．． 42 表 4- 8 轉換意願路徑 分析之路徑係數．．．．．．．．．．． 43 表 4- 9 轉換行為路徑分析之路徑係數．．．．．．．．．．． 43 表 4- 10 理 論模式之路徑分析結果．．．．．．．．．．．．． 44 表 4- 11 變異數分析表．．．．．．．．．．．．．．．．． 45 表 4- 12 Scheffe多重檢定結果．．．．．．．．．．．．．． 45 圖目錄 圖 1- 1 研究流程圖．．．．．．．．．．．．．
．．．．． 5 圖 2- 1 服務業顧客轉換行為模型．．．．．．．．．．．．． 17 圖 3- 1 研究架構圖．．．．．．．．．．
．．．．．．．． 19 圖 4- 1 相關分析．．．．．．．．．．．．．．．．．．． 39 REFERENCES
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