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西三一大学论文代写:品牌转换背后的因素分析

西三一大学论文代写:品牌转换背后的因素分析

本研究试图找出潜在的因素使客户切换到电信行业的另一个服务提供商。电信业是世界上最重要的产业之一。为了获得竞争优势,随着竞争越来越激烈,企业不得不进行创新,并尽其所能满足客户的满意度。在电信行业中,客户有多种选择,在服务提供商之间进行选择,并积极争取他们的权利,从一个电信服务提供商切换到另一个。在这个激烈竞争的客户需要以合理的价格,更好的服务,而服务供应商集中在最有利可图的客户,而不是获取的技术在电信行业蓬勃发展的快速步伐从而在大小和网络服务类型的变化保持。多个关税计划通常由网络服务供应商提供在他们的菜单计划竞争,并提供服务质量。在电信行业中,服务提供商试图吸引大量的客户,利用消费者的偏好异质性。需要了解的是,为什么客户切换到另一个服务供应商通常会成为一个重要的研究领域。切换行为进行分析,以确定可能的驱动程序,导致客户交换行为,这是很明显的,当一个客户决定切换到另一个网络,他们试图找出其中的服务提供商提供他们最好的。开关成本也影响到客户的交换行为。当客户发现他们的潜在储蓄相对超过转换成本时,他们的转换。对电信行业客户交换行为的深刻理解,对服务提供商提出了一个重要的命题。

这项研究有助于我们分析的因素,导致开关行为。随着电信行业的迅猛发展和普及率也增加,新客户订阅因此不能减少的数量。在成熟市场的基础上,潜在的客户萎缩,窃取客户的竞争对手,并留住自己的客户已成为服务公司的最重要的战略。因此,服务公司更感兴趣的是了解和了解导致客户交换行为的潜在因素,因为客户是完全异构的,可以重复切换的时间。正如在相关文献的高质量的服务有助于创造顾客满意,通过寻找新的客户请求忠诚度和市场份额增长和改善财务绩效和生产力(Lewis,1993);andereson,Fornell &莱曼,1994)。根据Hackl的说法,scharitzer,和Zuba(2000)已经显示了它的加入,顾客满意是顾客保留的前提,满意度和忠诚度。

那些忠诚的客户在建立业务中起着至关重要的作用,通过建立不同的行动,通过支付溢价,并为公司提供一套潜在的新客户,通过积极的口碑。(Ganesh等人。在艾登和该称,2004)

事实上,电信业的损失,他们的客户更频繁,所以它通常是具有挑战性的事情,为服务供应商保留他们现有的客户,并吸引新的客户

在电信行业中,它已被观察到的客户保持连接的特定的网络或服务提供商,那么他们之间的关系的长期使用权是特别重要的一个公司在这个竞争时代的成功。(Gerpott et. al。2001称艾登和该2004)。

价格一直被认为是主要的原因之一,品牌转换电信行业顾客的价格意识。凯(2006)认为,品牌形象已经内置到生活中,以及客户的头脑,因为品牌被认为不仅是公司的财产,但也作为一种文化或社会属性的客户。

西三一大学论文代写:品牌转换背后的因素分析

This research tried to find out the underlying factors that made the customer to switchover to another service provider in telecom industry. The telecommunication industry is one of the most important industries of the world. In order to gain competitive advantage as competition is getting more and more intense, the companies are compelled to innovate and do their best for the customer satisfaction. As in the telecom industry the customers have multiple choices to select among service providers and actively seek their rights of switching from one telecom service provider to another. In this ferocious competition customers requires better services at reasonable prices, while service providers concentrating on retention of the most profitable customers instead of acquisition..The technology in telecommunication industry is booming with fast pace thus bringing the changes in the sizes and types of network services. Multiple tariffs plans are usually offered by the network service providers to compete in their menu plans and to provide the quality of service. In the telecom industry the service providers try to attract the large number of customers to exploit the consumer’s preference heterogeneity. The need to understand that why customers switch to another service providers have usually become a key area of study. The switching behavior has to be analyzed to identify the possible drivers leading to customer switching behavior It’s entirely apparent that when a customer decides to switch over to another network they try to figure out that which service provider offers them best. The switching costs also affect the customer switching behavior. The customers switch when they find that their potential savings relatively exceeds switching cost. The deep understanding of the customer’s switching behavior in the telecom industry has an important proposition for the service providers.

This study helps us to analyze the factors that cause the switching behavior. As the telecom industry has been growing rapidly and the rate of penetration also increased, the number of new customers subscribing to thus can’t be reduced. Where as in the mature market with a base of shrinking potential subscribers, stealing the customers of competitors and retaining its own customers has become the most important strategy for the service firms. Therefore the service firms have got more interested in knowing and understanding the underlying factors leading to switching behavior of customers, as customers are totally heterogeneous in nature and can repeat switching from time to time. As stated in the relevant literature the service of high quality helps to create customer satisfaction, loyalty and market share growth by petition for new customers and improved financial performance and productivity (Lewis, 1993); Andereson, Fornell & Lehmann, 1994) . According to Hackl, Scharitzer, and Zuba (2000) had demonstrating it by adding that customer satisfaction is a prerequisite of customer retention, satisfaction and loyalty.

Those customers who are loyal plays vital role in building up businesses, by setting up distinct moves, by paying the premium prices and providing the companies with a set of potential new customers by positive word of mouth. (Ganesh et. al. referred in Aydin and Ozer, 2004)

In fact the telecom industry losses their customers more frequently so it’s usually challenging thing for the service providers to retain their existing customers and attract the new customers

In telecom industry it has been observed that the customers when remained connected with the particular network or the service provider then the long tenure of their relationship is particularly very important for the success of a company in this competitive era. (Gerpott et. al. 2001 referred in Aydin and Ozer 2004).

Price has been considered as one of the major contributing factors in brand switching in telecom industry as the customers were price-concious. Kay, (2006) argued that brand image has been built-in into the lives as well as the minds of customers because brands were considered to be not only the company’s property but also as a culture or a social property by customers.

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