在國內行動電話普及率已達96.55%的今天，新用戶的開發將日益困難，留住既有顧客將是行動通訊服務業者最重要的經營課題，可以預期的是，廠商將透過提升顧客保留的方式，來增加企業的收益。然而，究竟哪些變數是促成顧客保留的關鍵因素？企業資源的優先分配順序為何？消費者較關心的因素有哪些？這些都是本研究有興趣的議題。
過去，滿意度一直被視為判斷顧客保留意圖的重要指標，但也有相關研究顯示吾人需要考量其它因素的影響力，在行動通訊產業內，顧客是否會形成品牌忠誠度？轉換成本的存在對顧客保留的影響程度有多大？從供給面的角度出發，業者現行所採用的各種行銷活動，當然也是左右保留意圖的重要措施。
本研究在回顧與整理有關的文獻後，決定將探討顧客保留、顧客滿意度、情感承諾、延續承諾與廠商行銷活動之間的因果關係。為探討上述的問題，本研究利用結構關聯模式（Structural Equation Modeling）作為資料的分析方法，以驗證各項研究假設，調查範圍則是針對台灣地區的民眾，採用電話訪談的方式蒐集資料，有效樣本數目總計有386份，最後，本研究所得之重要結論如下：
1. 顧客滿意度對顧客保留意圖有直接與間接的影響。
2. 情感承諾對顧客保留意圖有直接的影響。
3. 行動通訊服務廠商可以透過加值服務的推動、品牌信賴的投資、組織溝通的運用與網內互打的費率優惠等等措施，提升顧客保留的意圖。

Since 1997, the mobile telecommunications industry in Taiwan has expanded rapidly owing to a liberalized environment. The penetration rate of the mobile phone has been over 95%. The sector is characterized by both high customer turnover and high customer acquisition costs. The churn rate of existing subscribers within a year is typically 20 – 25 %, which implies that on the average a subscriber leaves the network after four to five years. Therefore, customer retention is very critical for network operators.
The major purpose of this paper is to examine which determining factors are more important for customer retention. After reviewing related references, the study chooses customer satisfaction, affective commitment, continuance commitment, and various marketing activities used by the operators as the main constructs.
Based on the results of a structural equation modeling analysis. The findings indicate that customer satisfaction has a significant impact on customer retention and affective commitment. In addition, affective commitment also directly influences customer retention. On the supply side, the considerable marketing activities included value-added service, brand trust, communication, and connection fee discounts among the same operators etc. Managerial implications of the results are discussed.

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