行動電話服務滿意度、轉換障礙與競爭吸引力影響轉換意願之研究

The Effects of Service Satisfaction, Switching Barriers and Competitor Attractiveness on Switching Intention in Mobile Phone Services

10.29931/MR.200903.0005

莊懿妃(Yi-Fei Chuang)；林宗延(Tsung-Yen Lin)

轉換意願 ； 轉換障礙 ； 顧客滿意度 ； 競爭吸引力 ； Switching Intention ； Switching Barriers ； Customer Satisfaction ； Competitor Attractiveness

行銷評論

6卷1期（2009 / 03 / 01）

127 - 147

繁體中文

過去討論行動電話使用者轉換意願的研究，大都將焦點集中於服務滿意度與轉換成本大小所產生的影響上。但在競爭激烈的環境中，業者經常推出促銷活動以吸引消費者，這股來自其他業者的競爭吸引力對使用者轉換意願的影響，不應忽視。本研究藉由線性結構關係模式(LISREL)，探討行動電話使用者轉換意願的影響因素，模式中除考慮服務滿意度與轉換障礙外，另納入競爭吸引力之影響因素。研究結果發現：(1)影響轉換意願的力量，除內向吸力的「服務滿意度」與「轉換障礙」外，外向拉力的「競爭吸引力」亦顯著的影響。競爭吸引力對轉換意願的影響，在過去行動電話使用者轉換意願的研究中並未處理，本文的研究結果，應屬新的發現。(2)業者對服務缺失的補救措施，亦形成有效的轉換障礙，進而降低轉換意願，其影響力更甚於經濟上的損失成本。這亦是過去研究未發現的。(3)持有門號時間的長短，亦會影響轉換意願；持有時間愈長，轉換意願愈低。此結果顯示消費者在使用行動電話服務上，存在某種程度的慣性。

Past studies in switching intention of mobile phone users have focused on the effect of service satisfaction and switching costs. However, in a furiously competitive environment, service providers usually employ promotion activities to attract customers. Such attraction should not be ignored. This study uses LISREL model to analyze factors which affect mobile phone users' switching intention. Besides service satisfaction and switching barriers, competitors’ attraction is also encompassed in our model. The major findings are as follow: (1) As well as inward pulling factors, service satisfaction and switching barriers, outward pulling factor, competitor attraction, also shows significant effect. The effect of competitor attraction on switching intention has not been studied in past researches. This is a novel aspect in the literature. (2) The improvement in service defects also forms effective switching barriers, and consequently lowers switching intention. The effect of service improvement is even stronger than that of loss cost. This is also a new finding. (3) Duration of holding mobile phone number also has influences on switching intention. That longer holding time leads to lower switching intention shows that there exists some inertia in the consumption of mobile phone services.

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