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顾客转换行为 Customer-switching behaviour-市场营销论文范文

时间:2017-02-16 19:01来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
顾客转换行为 Customer-switching behaviour-市场营销论文范文
 
消费者每天使用服务,这些范围从坐火车或开银行账户到手机上交谈。企业也依赖于广泛的服务。然而,客户并不总是满意的一个特定的服务,他们可能会使用,往往从一个不太昂贵的服务诉诸交换他们的服务供应商,以解决这个问题或追求更好的价值。
 
本研究的目的是调查客户在移动行业的切换行为,它为什么发生,哪些因素影响。本主题区域已被选择,因为客户切换和手机行业是当代和相关的,并将继续发展。
 
使用二级和初级数据收集方法进行了研究。二级数据提供了一个背景,移动电话行业和客户交换行为的概述服务。数据主要由自我问卷方便大学生样本,这使得数据收集可以提供一种思路的手机用户考虑开关和理解为什么他们相信他们会从一个服务切换到另一个。
调查结果显示,大多数客户切换是由于高呼叫和每月收费和消费者试图获得更多的免费分钟和文本。与此相反的文献和宝贵的研究,发现了其他原因导致客户切换,这说明了如何切换的原因,在每个行业根据服务的性质不同。
 
 
EXECUTIVE SUMMARY 执行摘要
Consumers use services everyday, these ranges from taking the train or opening a bank account to talking on a mobile phone. Businesses also rely on a wide range of services on a daily basis, but on a much larger scale compared to consumers. However, customers are not always satisfied with a particular service that they maybe using and often resort to switching their service provider in order to resolve the issue or pursue better value from a less expensive service.
 
The objective of this study is to investigate customer-switching behaviour in the mobile industry, why it takes place and what factors influence it. This topic area has been chosen, as customer switching and the mobile phone industry are contemporary and relevant to the present day and will continue to evolve overtime.
 
Research has been undertaken using secondary and primary data collection methods. Secondary data provided a background to the mobile phone industry and an overview of customer switching behaviour in services. Primary data consisted of self administered questionnaires to a convenient sample of university students, this enabled data to be collected which would provide an idea of mobile phone users' contemplation of switching and their understanding of why they believe they would switch from one service to another.
 
Findings revealed that a majority of customer switching is due to high call and monthly charges and consumers trying to obtain more free minutes and texts. This contrasts with the literature and precious studies, which have found other reasons to cause customer switching, which illustrates how causes of switching differ in every industry according to the nature of the service.(责任编辑:BUG)


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