The Moderating Effect of Predicted Future Income on Retention Decision

• Main Authors: LO, I-WEN, 羅依文
• Other Authors: 梁文科
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46590733103025417043

碩士 === 南台科技大學 === 國際企業系 === 98 === We try to study how the change of the future income caused by macro environmental factors will affect the consumers’ service retention decision. That are consumers in the face of expected future income changes, the impact of its decision to retain. In previous studies, few would expect future considerations into the model of customer retention research. Through the experimental design to reduce the expected future income, the analysis of expected future income, satisfaction, involvement and lifestyle, the impact on retention decisions. The subject of this study are fitness club members in the Tainan area, Kaohsiung City, the regions surveyed include Tainan County and Tainan City. A questionnaire was used as the data collection tool. The survey was conducted on a convenient sample. A total of 250 questionnaires were sent out and 225 effective　questionnaires were returned. Data was analyzed using SPSS statistical software, draws the important conclusion finally as follows: 1. Assuming other things being equal, is expected to decline in future income, retained in the original service will be lower. 2. In the face of expected future income changes (decreases), the consumer product involvement is high (low) cases, the reserves will have higher (lower). 3. No matter what the circumstances, the consumer when she/he consumer satisfaction, its retention will be stronger than consumer is not satisfied with reservations will. 4. Even if the economic downturn has decreased from consumers to retain decision-making, in this study are not subject to the impact of personal lifestyle. Keyword:involvement, income expectations, satisfaction, retention decision, lifestyle