Customer Loyalty in Economic Developing Countries - A case study of Viet Nam Telecommunications Market

• Main Authors: Nga - Nguyen, 阮氏秋娥
• Other Authors: Dr. Shih-Chang Lung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/36760241550873704078

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 100 === With the telecommunications market liberalization, globalization, the competition day by day is also intense in the recent years, especially an economic developed countries, established the telecommunication profession is very important. The expectations levels of customer in the communication quality and service increases higher. The global telecommunication market had growth very fast. Vietnam''s mobile telecommunications market in a few years had a very high growth rate on the global telecommunication market. Vietnam''s mobile telecommunications market is how to enhance customer loyalty, and then retain customers is the most important issue. This study investigates the relationship between customer satisfaction, switching barriers, changing environmental and customer loyalty. This study issued 250 questionnaires reach existing customers (The final result of these questionnaires account for 78.4 %). They were used for analyzing by SPSS 16.0. Followings summarize the empirical results: Customer satisfaction and switching barriers has positive influence on customer loyalty, but It has positive influence of the switching barriers on customer loyalty. This study hopes to provide to make the best and most precise marketing strategy on telecommunications network operators to enhance customer loyalty. Key words: Changing environmental, Switching barriers, Customer satisfaction, Customer loyalty