The Research Of Influential Factors Upon China Unicom Customers' Willingness Of Telephone Number Portability-based On The Condition Of Bengbu City

In May 2019,the telephone number portability was greatly implemented nationwide by the end of November,proposed by the General Meeting of State Council of PRC.On the one hand,for customers themselves,this reduces barrier of service provider's transformation;on the other hand,for “Three Big Companies”,they no doubt face a highly competitive setting.Meanwhile,with the rapid competition of several telecommunication companies,the improvement of services has been emphasized;as customers are free to change services providers by their own interests,this is both a challenge and an opportunity for services provider.Recently,the requirements of telecommunication services have been raised,so that it is crucial for telecommunication company to think of how to maintain existing customers and to appeal to new ones,especially after telephone number portability.Therefore,the research of influential factors upon customers' willingness of telephone number portability would be necessary.This essay aims to target on China Unicom and bases on bibliographical method,questionnaire and statistical analysis,which analyze main factors that influence customers to alter companies.Also,this can promote the improvement of marketing strategy and profits increase,and maintain existing consumers and develop new ones in the light of telephone number portability.Simultaneously,this essay initially elaborates the background and meaning of problems and introduces current condition about telephone number portability and relevant factors as well as research methods.Then,the theories and relevant references of telephone number portability and its factors will be introduced.Lastly,it introduces some cases about customers in Bengbu branch of China Unicom and its development of portability,analyzing its pros and cons.Interestingly,some factors will be surveyed by questionnaires to those customers and make a further analysis.By researching variant model,it analyzes the potential factors and finds out that there are a varieties of factors about telephones number portability,such as attraction of competition,awareness of policies and intervention of transformation.Of these factors,attraction of competition and awareness of policies would be positive.This means that the more attractive the competition of companies manifests,the more conscious the policies show,the more higher those customer's willingness of changing services provider.By contrast,the intervention of transformation would be negative,this means that the more higher the intervention shows,the lower their willingness would be.There are some factors that influence attraction of competition,including the quality of services,quality of products and charges.Of these,the influence of charges more than that of quality of services and products,which lower the attraction of competition.The influence of quality of products less than that of quality of services,which causes more influences for consumers.In addition,factors of intervention of transformation contain subjective norms,usage habit and cost of transformation.Of these,usage habit and cost of transformation would be positive,which means that the higher the cost of transformation and more stronger the usage habit would be,the more larger the intervention of transformation is.Conversely,subjective norms would be negative,which means that the more stronger it would be,the lower the intervention of transformation is.In the end,according to the research outcome,the overview will be concluded and put forward some advice about management as well as add to interpretation with regard to some limitation and expectation to future development.