The Effect of Convenience, Trust, Commitment on Customers' Cross-buying intentions - An Example of Telecommunications Service Company

• Main Authors: En-Li Chen, 陳恩麗
• Other Authors: Shih-Ping Jeng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/49128862813077672855

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 101 === Abstract Customers’ cross-buying intention will affect the company’s revenue and market share in coming future. There are few researches about the customers’ cross-buying intentions of Telecommunications Services Company. In Taiwan, the past researches about customers’ cross-buying intentions were mainly focused on financial and life insurance industry. There were no clear findings for Telecommunications Services Companies which are in severe competition to take for a reference. This research took one of the Telecommunications Services Company in Taiwan as an example. Research samples are 283 customers who owned local phone numbers, in other words, Public Switched Telephone Network. Exploring the effect of convenience, trust and commitment on customers' cross-buying intentions. The results of this research indicate that the more customers trusted the Telecommunications Services Company, the higher degree their commitment reached. And commitment had a positive effect toward customers’ cross-buying intention, too. The more conveniences a Telecommunications Services Company brought to its customers, the stronger the customers’ cross-buying intentions were.