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研究生： 張力仁
Chang, Li-Ren
論文名稱： 消費者轉換意圖之先行與干擾變數之研究
A Study of Antecedents and Moderators of Consumer Switching Intention
指導教授： 吳萬益
Wu, Wann-Yih
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2005
畢業學年度： 93
語文別： 英文
論文頁數： 87
中文關鍵詞： 轉換障礙 、後悔度 、滿意度 、服務品質 、轉換意圖
外文關鍵詞： Switching Intention, Service Quality, Switching Barrier, Regret, Satisfaction
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    • 　　台灣的行動通訊服務產業，在增加訂閱率方面已達成熟的階段。這樣成熟的市場，競爭是非常激烈的，而行動電信業者的核心策略是如何去維持舊有顧客，而不是在如何獲得新顧客。

    　　本研究的目的在於利用問卷研究來對電信產業的顧客轉換意圖做實証研究。本研計設計一份55題的問卷，收集340份問卷來分析服務品質、滿意度、後悔度、轉換障礙以及轉換意圖之相關性。

    　　本研究第一個結果建議電信業者去發產高的服務品質，經由增加滿意度與降低後悔度，來影響顧客轉換意圖。第二，滿意度與後悔度不但會個別的影響轉換意圖，而且後悔度也會經由滿意度來影響後悔度。第三，本研究結果不僅證明轉換障礙會直接影響轉換意圖，而且證明了轉換障礙在滿意度跟轉換意圖之間會有干擾效果。這個結果建議電信業者去增強顧客的轉換障礙，以便降低顧客的轉換意圖。

    　　The Taiwan mobile telecommunication services industry is reaching maturity in the stagnation of subscription increasing rate. This mature market competition is very intense, the core of mobile telecommunication providers is the customer reten-tion strategy, not the customer acquisition strategy.

    　　The purpose of this study is to empirically test the customer switching model through conducting survey research about switching intention in the area of telecom industry. A 55-item survey questionnaire was developed to conduct a survey with 340 subjects in order to identify the interrelationships among service quality, satis-faction, regret, switching barrier and purchasing intention.

    　　The first result of this study suggests telecom provider to develop higher ser-vice quality for influencing customers’ switching intention through increasing satis-faction and decreasing regret in the service industry. Second, satisfaction and re-gret would affect singly switching intention as well as regret influences switching intention through satisfaction. Third, the study results not only show that switching barrier affects directly switching intention, but also show to have moderating effect on satisfaction to switching intention. Thus, the results suggest telecom provider that strength customers’ switching barrier so as to reduce customers’ switching in-tention.

    ABSTRACT I TABLE OF CONTENTS III LIST OF TABLES VI LIST OF FIGURES VII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivations 1 1.2 Research Objectives and Contributions 3 1.3 Research Project 5 1.4 Research Procedure 5 1.5 The Structure of this Study 6 CHAPTER TWO LITERATURE REVIEW 8 2.1 Definition of Relevant Research Variables 8 2.1.1 Service quality 8 2.1.2 Customer Satisfaction 10 2.1.3 Customer Regret 13 2.1.4 Customer Switching Barrier 14 2.1.5 Customer Switching Intention 16 2.2 Interrelationship among Research Constructs 17 2.2.1 Interrelationships between Service Quality and Satisfaction 17 2.2.2 Interrelationships between Service Quality and Regret 18 2.2.3 Interrelationships between Regret and Satisfaction 18 2.2.4 Interrelationships between Satisfaction and Switching Intention 19 2.2.5 Interrelationships between Regret and Switching Intention 20 2.2.6 Interrelationships between Switching Intention and Switching Barrier 20 2.2.7 Moderating effects of Switching Barrier 21 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23 3.1 The Conceptual Model 23 3.2 Construct Measurement 24 3.2.1 Service Quality 24 3.2.2 Satisfaction 26 3.2.3 Customer Regret 26 3.2.4 Switching Barrier 27 3.2.5 Switching Intention 29 3.3 Hypotheses to Be Tested 29 3.4 Questionnaire Design 30 3.5 Sample 30 3.6 Data Analysis Procedures 31 3.6.1 Descriptive Statistic Analysis 31 3.6.2 Purification and Reliability of the Measurement Variables 31 3.6.3 Differences of Research Variables among Groups 32 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 34 4.1 Introduction 34 4.2 Descriptive Analysis 34 4.2.1 Data Collection 34 4.2.2 Characteristics of Respondents 34 4.2.3 Measurement Results for Relevant Research Variables 36 4.3 Reliability Tests 39 4.3.1 Service Quality 40 4.3.2 Satisfaction 45 4.3.3 Regret 46 4.3.4 Switching Barrier 47 4.3.5 Switching Intention 51 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 52 5.1 Relationship among Service Quality, Satisfaction, Regret and Switching Intention 52 5.1.1 Regression Analysis for Relationships among Service Quality, Satisfaction and Regret 52 5.1.2 Regression Analysis for Relationships among Service quality and Regret 54 5.1.3 Factors of Influencing Switching Intention 55 5.2 Moderating Effect of Switching Barrier 58 5.2.1 Moderating Effect of Switching Barrier on the Relationship between Satisfaction and Switching Intention 58 5.2.2 Moderating Effect of Switching Barrier on the Relationships between Regret and Switching Intention 60 5.3 Structural Equation Model (SEM) 61 5.3.1 The Full Model 61 5.3.2 The Competing Model for Perception of Previous and Present Telecom Provider 65 5.4 Comparisons of Research Factors 67 5.4.1 Comparisons of Research Factors between Perception of Previous and Present Telecom Provider 67 5.4.2 Comparisons of Research Factors between Never and Before Switching Customers 68 CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 71 6.1 Research Conclusions 71 6.1.1 Test of Research Hypothesis 71 6.1.2 Managerial Implications 72 6.2 Research Suggestions 74 REFERENCES 76

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