| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班 === 90 === ABSTRACT
Due to the drastic competition between five private-owned and one incumbent public-owned carrier companies in domestic mobile phone industry, which was deregulated in 1997, as well as the customers’ strong demand, the mobile telecommunication market is presenting vigorous outlooks. Nowadays as the mobile telecommunication market is being saturated, those carrier companies are confronted with dual difficulties of high customer churn rate and high cost to attract new customers. The main purpose of this study is to analyze deeply into the customer’s churn behavior in order to provide suggestions for the carrier companies. The data analyzed in this study include customers’ demographic statistics and their usage data. In addition, this study conducts a telephone survey to customers who have churn behaviors to examine the main reasons of such behaviors.
The major findings of this study are as follows: (1) the churn rate is significantly influenced by the average usage expense per month, the average usage expense per call, and the usage volume per month, (2) gender and subscription length do not have significant impact on the churn rate, (3) subscription reasons will affect churn behavior. According to the research results, this study proposes the following three suggestions. (1) The carriers can apply the pricing strategy to satisfy different customer’s demand in order to retain the customers. (2) Gender and age are two important factors that the carriers can adopt to increase their market shares. (3) In advertising, the carriers need to emphasize their competitive advantages to differentiate themselves from other competitors.
|
|---|
