Determinants of Customer Churn with Number Portability in the Taiwan Mobile Market

• Main Authors: Tsai, Min-Horng, 蔡旻宏
• Other Authors: Yang,Chyan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/18137060469570488938

碩士 === 國立交通大學 === 管理學院經營管理學程 === 104 === In October 15, 2005, Taiwan launched the Number Portability service for mobile and fixed network. Subscribers can churn to any carrier with the original phone number, which tremendously reduce the switching cost and increase the competition in Taiwan’s mobile market. After 4G mobile service launched in 2013, the original three incumbent carriers (Chunghwa Telecom, Taiwan Mobile and FarEas Tone) and the two new entrant (Asia-Pacific Telecom and Taiwan Star) jointly compete in the Taiwan mobile market. 3G mobile service took five years to reach 10 million users threshold, whereas 4G spent only a year and five months, outpace the markets in South Korea and Japan, as the world's fastest growing countries in 4G in 2015. This study collects 1,407 effective questionnaires on the switch intention of number portability. The key factors of customer churn intention in the future identified by this study are (1) Service of store sales, (2) Voice call quality, (3) Mobile Internet quality, (4)Special offers for Number Portability to other carrier, (5) Special offers for regular subscribers, (6) Default fine (7) Special offers for Intra-Network calls. The mediation effect of “Special offers for Intra-Network calls” in the empirical model by means of regression analysis is tested. The results imply that “Special offers for Intra-Network calls”mediates the relationship between churn and the cause of churn “Special offers for regular subscribers” and “Default fine”. The significant difference among the customer parameters and constructs of customer churn are analyzed. The cause for the difference is discussed and the recommendation for customer retaining are proposed.