Customer resistance to churn in a mature mobile telecommunications market

被引:9
|
作者
Kim, Seungyeon [1 ]
Chang, Younghoon [2 ]
Wong, Siew Fan [3 ]
Park, Myeong-Cheol [4 ]
机构
[1] KB Financial Grp, Dept Fintech Business, KB Card Bldg,3rd Floor,30 Saemunan Ro 3 Gil, Seoul 03173, South Korea
[2] Beijing Inst Technol, Sch Management & Econ, 5 South Zhongguancun St, Beijing 100081, Peoples R China
[3] Sunway Univ, Fac Sci & Technol, Dept Comp & Informat Syst, 5 Jalan Univ, Bandar Sunway 47500, Selangor, Malaysia
[4] Korea Adv Inst Sci & Technol, Coll Business, Sch Business & Technol Management, 504 Alumni Bldg,291 Daehak Ro, Daejeon 34141, Malaysia
关键词
resistance to churn; customer retention; constraint-based relationship; dedication-based relationship; SWITCHING BEHAVIOR; TRUST; COMMITMENT; SERVICE; LOYALTY; DETERMINANTS; PRIVACY; MODELS; USERS; BRAND;
D O I
10.1504/IJMC.2020.104421
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
Effective customer retention is critical for company survival, especially in a mature mobile telecommunications market. To build on customer retention research, we propose an integrative model capturing the dual relational mechanisms that explain customer resistance to churn. We empirically test the model using data from 815 subscribers who have stayed with their mobile network operators for more than three years. The results show that two contrasting mechanisms, dedication-based and constraint-based relationships, simultaneously determine customer resistance to churn. The constraints of procedural, financial, and relational costs significantly influence perceived risk, while dedication factors of economy-based and identification-based trust significantly influence commitment.
引用
收藏
页码:41 / 66
页数:26
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