| Summary: | 碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 107 === Witnessing the unprecedented development and high competition in smartphone industry, the study aims to explore the factors affecting customers’ switching intention among smartphone brands. Based on literature review of previous researches, a research model was built with constructs, namely switching intention, product quality, service quality, relationship quality, switching cost, inertia, perceived price，and using habit. A survey was conducted and 482 samples were collected for data analysis process. By applying LISREL, this study shows service quality, relationship quality, and inertia as expected, negatively influence customers’ switching intention, while product quality and switching cost have no significant influence. In addition, besides switching cost and using habit, perceived price as a newly-suggested antecedent positively influences inertia.
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