| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 104 === For mobile phone service industry which is a saturation, intense competition and rapid innovation of technology and service market, the existing telco company how to maintain market share in order to maintain profits, the Manager of the industry must face it frequent.
The purpose of this thesis is to study what is the potential factor of mobile user switching intention and surveyed on the users of Chunghwa Telecom and Taiwan Mobile. Using the empirical survey and regression analysis, for the users of Chunghwa Telecom this research found that system quality, service quality, service innovation and network externality have positive effects on user satisfaction. Meanwhile, user’s satisfaction have positive effects on user royalty. Finally, user satisfaction, user royalty, network externality have nagtive effects on user switching intetion. And the users of Taiwan Mobile, we found that network externality have positive effects on user satisfaction. User ‘s satisfaction have positive effects on user royalty. Finally, user satisfaction, user royalty, have nagtive effects on user switching intention.
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