行動通訊產業號碼可攜服務與顧客忠誠度關鍵影響因素之研究

A Study on the Impact of Mobile Number Portability and Other Critical Factors Affecting Customer Loyalty in Mobile Telecommunication Industry

台灣第二代行動通訊產業在自由化競爭下，已進入成熟期競求顧客階段。加上台灣於2005年10月開放「號碼可攜服務」更使競爭越形白熱化。在此背景下，行動電話顧客忠誠度的關鍵影響因素成了重要的研究議題。本研究經由文獻探討，選定主要研究方向為：（1）分析號碼可攜服務與轉置障礙及顧客忠誠度的關係，（2）探討顧客忠誠度的關鍵影響因素，（3）比較不同電信業者在顧客忠誠度與關鍵影響因素上的表現，及（4）建議電信業者有效提升顧客忠誠度之道。本研究針對行動通訊用戶，以問卷調查方式收集研究資料，有效問卷回收747份。為深入分析、比較不同樣本族群特色，本研究建立網路整體樣本與學生樣本兩個模式，進行假設檢定與交叉驗證。主要研究發現為：（1）攜碼轉換意願與業者形象及顧客忠誠度具顯著負向關係，（2）顧客滿意度與業者形象為顧客忠誠度的關鍵影響因素，（3）轉置成本對於攜碼轉換意願不具顯著影響力，及（4）顧客忠誠度的重要影響因素隨著學生族群與否而異。本研究據此對行動通訊業者提出下列建議：（1）認知學生與非學生族群的差異性，推出不同促銷方案，及（2）重視現有顧客對服務品質的期望與實質感受，積極提升企業形象、顧客滿意度與顧客忠誠度。

Under deregulation environment, the second generation mobile telecommunication industry in Taiwan has faced the ever-increasing competition of maturity stage. Besides, the announcement of mobile number portability (MNP) in Taiwan on last quarter of 2005 further complicates the nature of competition. As a result, it’s important for telecommunications operators to identify critical factors affecting their customer loyalty. Based on intensive literature surveys, this study focuses on the following research topics: (1) analyzing influences of MNP on switch barriers and customer loyalty, (2) investigating critical factors affecting customer loyalty, (3) comparing the performance regarding customer loyalty and its related critical factors of telecommunications operators, and (4) suggesting strategies to improve customer loyalty effectively. Based on survey on mobile phone users, a total of 747 valid questionnaires were collected and analyzed. In order to investigate further into different behaviors of different segments, this study explores two models: all samples from internet survey and student samples from both internet and physical survey. Major statistics tools are employed to test hypotheses and cross-validate two models. Major findings of this study can be listed as follows: (1) MNP-willingness has significant negative relationship with corporate imagine and customer loyalty, (2) customer satisfaction and corporate imagine are two critical factors affecting customer loyalty, (3) switching cost doesn’t have significant impact toward MNP-willingness, and (4) major factors affecting customer loyalty are different for student and non-student groups. Based on these findings, the following suggestions are provided for mobile phone service providers: (1) respecting the differences between student and non-student groups, offering different promotion projects, and (2) emphasizing current customers’ service quality perception, to actively enhance corporate images, customer satisfaction and customer loyalty.