近年來台灣行動電話服務業競爭激烈，各家電信業者常以低價促銷或高服務品質作為訴求，以吸引顧客轉換，擴大市場佔有率。然而電信服務業的顧客轉換時，往往必須付出很高的轉換成本。本研究探討服務品質(包括通訊品質及客服品質)、價格和顧客轉換成本對顧客轉換至競爭廠商的直接影響與間接影響，各變數的的相對重要性，及不同市場區隔顧客的差異性。研究結果發現，競爭廠商較優越的通訊品質、客服品質和價格都會促成顧客轉換，通訊品質是顧客轉換最重要的考慮因素，顧客的轉換成本是次重要的考慮因素。就轉換成本對防止顧客轉換的效果而言，轉換成本對競爭廠商的通訊與客服品質有明顯的干擾效果，但對競爭廠商的價格沒有干擾影響。另外，不同市場區隔的顧客對各變數的認知亦有明顯差異。

Facing the ever-increasing competitive pressures, many firms in the mobile phone services have employed service quality or price to induce customers to switch. This study investigates the influence of competitor’s offerings and customers’ switching costs on customers’ intention of switching, the relative importance of the different variables, and the heterogeneity among different market segments. The results show that the competitor’s superior quality and price can induce customers to switch. Conjoint analysis show that customers consider the quality of the core service the most important factor influencing the decision to switch, and view switching costs the second most important one overall. The positive effects of a competitor’s superior prices or quality on switching intentions decrease for higher levels of switching costs. But the switching costs do not diminish the effect of a competitor’s superior price. Finally, different customer segments in the market have divergent perceptions regarding marketing variables and switching costs. Implications of the results are discussed.