Research On Continuous Use Intention Of Mobile Communication Customers Under The Background Of Number Portability

In 2019,Premier Li Keqiang clearly proposed the national implementation of the number portability policy,which would increase customer mobility and reduce the cost of network transfer.At the same time,this convenience measure will further increase the competition among communication operators.At present,China’s mobile communication market has become saturated.The total number of mobile phone customers of China Mobile,China Telecom and China Unicom has reached 1.65 billion.Since mobile phone has penetrated around the country,it is difficult to expand the number of new customers,and the competition of retaining old customers becomes intense.How to attract new customers and retain old customers will be the key issues that mobile communication enterprises must consider.This study aims to explore strategies to maintain old customers,improve the continuous using willingness of mobile communication customers and reduce the intention of customers to transfer their numbers to the other network.On the basis of literature review,this article is based on expectation confirmation theory(ECT)and stimulates the body-response theory(SOR),with perceived value(quality value,price value,emotional value,social value)as the independent variable,intention as the dependent variable,the continuous use customer satisfaction as the intervening variable,self construction(independent model,the dependent type)for regulating variable,and the continuous use intention model of mobile communication customers under the background of number portability is constructed.Quantitative analysis was conducted by questionnaire survey,and analysis were used to verify the research hypothesis proposed in the thesis.Finally,according to the research and analysis results,marketing strategies and suggestions are proposed for Unicom of province A,whose outbound volume has always been greater than inbound volume and more vulnerable to number portability crises,so as to help Unicom improve customers’ willingness to continue use and reduce its outbound volume.In this thesis,a total of 23 hypotheses were proposed,of which 18 were true and 5 were rejected.All untenable assumptions involve social value.The following reasons may account for the dilution of social value perceived by customers.First,with the continuous popularization of mobile phones,it is no longer a privilege for a minority of people to enjoy mobile communication services.Second,the living standard of customers has improved,communication enterprises have increased network speed and reduced fees,and the proportion of communication expenditure has decreased.Third,basic communication products tend to be homogenized,and the difference in charges among different packages is narrowing.Finally,a number of marketing suggestions are proposed for Unicom in Province A.First,suggestions are put forward based on the results of variance analysis for Unicom in A province’s weakness in Mobile and telecom in A Province.Meanwhile,in combination with the results of hypothesis verification,suggestions are put forward to improve customers’ willingness to continue using of Unicom in Province A and reduce the amount of customer loss.First,to improve the competitiveness of Unicom in province A.Enhance the network support and the competitiveness of enterprises;Optimize physical business halls to improve customer experience;Strengthen the service level of staff and improve the efficiency of complaint handling.Second,enhance customer perceived value.Normalize and rationalize the charging standard,eliminate the phenomenon of arbitrary charges;Enrich the membership content,feedback customers preferential;Strengthen online channels and rebuild brand value.Third,improve customer satisfaction.Attach importance to the rights and interests of old customers,enhance the customers sense of belonging;Refine marketing by big data,and plan high-quality activities;Carry out grid operation and serve customers with high efficiency.Fourth,increase willingness to use in view of self-construction traits.Reinforcing the stickiness of dependent customers;Strengthen the reasons for the choice of independent customers.Fifth,retain the customers with the desire to transfer the network.Establish an early warning mechanism for customers’ transferring;Carry out strategies to retain the transferring customers.