英文摘要 |
The mobile cellular telecommunication market has developed rapidly and entered into a "Highly Competitive Era", with a fierce competition and a liberalized environment. The industry is characterized by both high customer turnover and high customer acquisition costs, so customer retention has become a critical issue for mobile telecommunication service providers. It is now being increasingly recognized that the greater the satisfaction the customer has with the firm and its products, the more likely will be the long term customer retention and improved profitability improvement. Therefore, this research will focus on the antecedents, mediators and moderators of customer retention behavior from the perspective of CRM. The results of this study show that in the customer retention behavior model, firms will enhance and deplete customer retention through the factor of continuance commitment, affective commitment and customer satisfaction, with confirmed customer value playing the key mediator factor role. Moreover, this study further discovered that the customer has a tremendous influence on situation perception guidance regarding retention behavior. In customer value determinants, providing convenient service is most effective. The complete customer retention model presented in the study may provide a way for continued success in a competitive market. |