An Empirical Study Of Customer Experience's Effect On Behavior Intention In Telecommunication Industry

With the enhancement of people's material living standard, customers' demand is changing from low level to high level. At the same time, the mode of experience economy has become a new positive mode of economy. As a typical service industry, the experience need of customers is increasing day by day. While the market competitions among mobile operators have been fierce, promoting mobile value-added services becomes the important part of the competition. Now traditional marketing methods do not meet customers' new needs, mobile operators are planning to use experience marketing to promote mobile value-added services. This empirical research based on previous research results studied the customer experience influence behavior intention and the inner rules of mobile communication industry, in order to explain these porblems: What are the most important factors influencing customer's behavior intention? And how do they influence customers' behavior?Customers' attitude toward using is an important factor influencing behavior, and how does it influencecustomers' behavior intention?Based on the former empirical studies, these results can be made: Factors of customer experience have a positive influence on behavior intention.The influence of function experience and social experience to behavior intention is much greater than brand experience and involvement experience. On the other hand, customer experience antecedents also have indirect effect on behavior intention. The influence of brand experience and involvement experience to behavior intention is much greater than function experience and social experience.The importance of this study is to make a model of behavior intention influenced by customer experience, found behavior intention's experience antecedents, and introduced attitude toward using into the theoretical model to explain the path of experience factors influencing customers' behavior intention, enhanced the customer behavior theory. Results of the study can help companies in mobile communication industries promote experience marketing, improve customers' perception of mobile value-added service, stimulate customers' behavior intention.