在我國競爭日益激烈的行動電話服務市場，各業者紛紛推出眾多行銷活動來增進與用戶間的關係(亦即加強用戶的知覺廠商關係投資)，而且也提供特別的優惠方案給契約即將到期的用戶。然而吾人好奇的是，這些行銷活動對顧客保留的效果有多大？且這些行銷活動是透過用戶內心何種態度的改變來影響顧客保留？過去研究指出用戶內心的滿意度可被視為評估顧客保留意圖的重要指標，但也有許多研究顯示吾人需考量其他用戶態度的影響力，如顧客承諾、顧客預期利益等。因此本研究旨在探討行銷活動如何透過用戶內心態度的改變來影響顧客保留。
本研究分成兩部分，研究一以大學生為研究對象，透過問卷探討知覺廠商關係投資、顧客滿意度、顧客預期利益顧客承諾與顧客保留之間的因果關係，以SEM為資料分析方法；研究二透過實驗設計探討廠商續約促銷活動對顧客保留的影響並分析其原因所在，以ANOVA為資料分析方法。本研究所得之重要結論如下︰
(1) 顧客滿意度、顧客預期利益、顧客承諾顯著影響顧客保留意圖，其中以顧客承諾影響顧客保留的重要性程度最大。
(2) 用戶的知覺廠商關係投資顯著影響顧客滿意度、顧客預期利益、顧客承諾，其中以對顧客承諾的影響程度最大。
(3) 用戶的知覺廠商關係投資將透過顧客滿意度、顧客預期利益、顧客承諾間接影響顧客保留意圖，其中以顧客承諾的中介效果最大，顧客滿意度次之，顧客預期利益最小。
(4) 廠商行銷活動以組織溝通、網內互打優惠及獎勵通話活動對用戶的知覺廠商關係投資的影響較大。
(5) 消費者會因偏好娛樂性產品以及對手機補貼的知覺折扣幅度較高等原因，較受“門號搭配手機補貼”方式的吸引。

Recently, competition is getting fiercer in Taiwan mobile service industry. Mobile network operators provide not only different kinds of marketing activities to enhance customer relationship (i.e., perceived relationship investment), but also give bonus to subscribers whose contract will expire. To execute such marketing activities effectively, it is important to know (1) how significant such activities will affect subscriber’s retention decision, and (2) what subscriber internal attitudes will mediate the effects of marketing activities on the retention decision? Many studies have mentioned satisfaction as a key determinant in customers’ decisions to keep or drop a given service relationship. Yet other studies have suggested that other factors may also influence the customer’s retention decision such as: commitment and anticipated benefits. Thus, the main purpose of this study is to examine how the marketing activities influence subscriber’s retention decision through the mediation of the internal attitudes.
This research divides into two parts. Study 1 demonstrates that perceived relationship investment affects satisfaction, commitment and anticipated benefits, ultimately leading to customer retention through a structural model. Study 2 was designed to test the individual effect of promotion program through a controlled experiment. The main results of this research are as follows:
(1) The effects of satisfaction, commitment and anticipated benefits on subscriber’s retention are positive and significant. Among them, commitment has the largest direct effect. In addition, perceived relationship investment has significant impacts on satisfaction, anticipated benefit and commitment.
(2) The results also suggest that satisfaction, commitment and anticipated benefits mediate the effect of perceived relationship investment on customer retention.
(3) The effect of “handset subsidy” is strong than “freeairtime usage”.
In addition, several suggestions for firms to implement marketing strategy effectively are proposed.

【中文部分】
林宜錚(民90)，「顧客轉換因素之探討-以行動電話門號業者為例」，國立成功大學交通管理研究所碩士論文。
陳順宇(民89)，「多變量分析」，華泰書局。
吳萬益、林清河(民90)，「企業研究方法」，華泰書局。
電信總局，http://www.dgt.gov.tw
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