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題名:知覺價格對顧客忠誠度與轉換意願之影響--以行動電話使用者為例
書刊名:華人前瞻研究
作者:蕭雲祥李英蘭 引用關係
作者(外文):Shaw, Yun-shunLee, Ying-lan
出版日期:2014
卷期:10:1
頁次:頁49-62
主題關鍵詞:行動電話知覺價格轉換意願顧客忠誠度Cell phonePerceived priceTransformation intentionCustomer loyalty
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本文主要探討行動電話使用者知覺價格與其轉換意願的影響,以及行動電話使用者知覺價格與其忠誠度,如何影響其轉換意願。本文採取隨機便冺抽樣方式,總計回收有效問卷320份,有效問卷回收率80%。本文透過資料蒐集及數據分析,得到以下結論:消費者選定電信廠商的重要考量因素有電信費率和通話品質;在背景變雋中存有性冸及年齡差異情形;知覺價格、轉換意願及顧客忠誠度之間有高度相關;顧客的知覺價格對其轉換意願有顯著影響;及顧客忠誠度的干擾效果不會影響顧客的轉換意願。針對這些結論本文提出建議如下:電信業者應規劃電信費率差異化,並強化通話品質來維繫消費者;電信業者應了解消費者的個冸差異;及電信業者應重視消費者對電信費率的知覺程度,以降低其轉換意願。
The study will discuss the effect of mobile phone provider ―perceived price on consumers‘ intention to transfer and loyalty. The study adopts a random sampling method, there are 320 returned questionnaires and 80% of effective returned rate. This research collection and the data analysis conclusion: Perceived price is useful in predicting mobile phone users‘ transfer intentions, but cannot be used to predict their loyalty; Perceived pricing can predict mobile phone users‘ transfer intention with obvious results; and Mobile phone users loyalty can affect their transfer intentions with less effect. This research the following suggestion: Planning telephone expense rate differentiation and reinforce communication quality; understanding individual differentiation; and emphasis consumer perceived price, then reduce consumer transfer intention.
期刊論文
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