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移动通信服务顾客重复购买意向的影响因素研究
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摘要
随着我国3G时代的到来,移动通信市场的竞争日趋激烈。移动通信运营商若要获得稳定的市场并保持固定的利润来源,就要持续保持与顾客长期稳定的交易关系,促使顾客产生重复购买该运营商所提供服务或相关服务的意向。提升顾客的重复购买意向成为移动运营商获取良好经营绩效的有效途径。那么究竟是哪些因素影响了移动通信服务顾客的重复购买意向,这个问题已经引起学术界和实践界的关注,本文就移动通信服务顾客重复购买的影响因素进行了研究分析。
     本文首先对影响顾客重复购买意向的因素进行了相关文献回顾,在此基础上提出了顾客重复购买意向影响因素的理论模型,以及顾客感知的服务质量、顾客满意、转移成本、相互关系和替代者的吸引力这几种因素对顾客重复购买意向影响的假设。然后在确定问卷设计以及调查方法的基础上,对回收的有效问卷进行了分析。研究结果表明,顾客感知的服务质量、顾客满意、转移成本、相互关系对移动通信服务顾客重复购买意向呈正向影响,替代者的吸引力对移动通信服务顾客重复购买意向呈负向影响。最后,根据本研究的结论,对移动通信运营商提出了管理建议,并指出了本文的研究局限以及对未来的展望。
With the advent of our country 3G age, the mobile communications market is becoming more competitive. If the mobile communications operator wants to obtain the stable market and maintain the fixed profit origin, it is necessary to sustain the long-term stability of the transaction relationship and generate the customer's repurchase intention of the services or the related services provided by this operator. Promoting the custonler's repurchase intention is a effective way for the operator to gain the good management achievements. Which factors affect the customer's repurchase intention of mobile communications services? This question has already causes the academic circle and the practice circle attention. This paper launched the study about the influencing factors of the customer's repurchase intention of the mobile communications services.
     This article first reviews the related literature of the customer's repurchase intention influencing factors. On this basis, this paper raises the theoretical model of the customer's repurchase intention of the mobile communications services, and raises the impact hypotheses of customer perceived service quality, customer satisfaction, transfer cost, relationship and the alternative attractiveness. After the design of the questionnaire and the measurement methods have been determined and have been recovered, the results show that customer perceived service quality, customer satisfaction, transfer cost and relationship positively affect the repurchase intention, and the alternative attractiveness negatively affect the repurchase intention. Finally, according to the conclusions of this study, this study presents the managements proposals and points out the limitations and the vision for the future studies.
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