The Study On Influence Effect Of The Customer Swithching Intentions In Mobile Telecommunication Industry

Customer switching intentions is becoming an important issue.And customer switching intentions is a important effect of customer churning,And especially in mobile telecommunication industry.This study is to examine influence effect of the customer switching intentions in mobile telecommunication industry. Based on the literature review,switching factors basically include three dimensions:Switching cost,network externalities,customer satisfaction and A survey on mobile phone consumers was conducted in the zhejiang area.A total of 351 questionnaires were distributed and 321(91.45%) valid ones were collected.A Confirmatory Factor Analysis of Linear Structural Equation Model was employed for validity analysis, and SPSS was used for credibility analysis.One-way ANOVA was also employed to analyze the demographic variables.The results of this study suggest customer satisfaction network externalities significantly affect brand switching intentions, and switching costs less affect the switching intentions. The suggestions of this study are:1) Mobile business operators are recommended to promote lower on-net call rates to strengthen the benefits of network externalities.2) Mobile business operators are recommended to conduct service quality surveys of existing customers to understand their service expectations and propose quality improvement plans to promote customer satisfaction.3) Mobile business operators are recommended to propose integrated marketing programs to improve the Switching costs of the customers...