Research On Factors That Influence On Switching Intention Of Mobile Communication Consumers And Additional Behavior

The competition of mobile communication area is becoming more and more fierce and the service price has cut down and the service that mobile carriers provide is almost no different. In this circumstance customers can choose high-value and low-price service according to their demand and preference. For mobile carriers, higher churn rate shows not only low loyalty but also less profit. The purpose of this article : Considered service industry as a research object, finding the vital factors that influence customers behavior and presenting corresponding marketing policy by structural equation model in order to lower churn rate or make it under control. There are five characters in this article. Character one is a preface. The author presents the status and prospect of domestic mobile communication service market .The author deems: the switching behavior and re-purchasing intention are far more important than purchasing intention. Character two is about discussion on related documents. There are some related research about influencing on switching behavior of consumers in domestic and foreign .Based on these research outcomes, the author thinks there are four aspects influencing on switching behavior of consumers .That is to say , switching intention,switching behavior ,service mistakes and addition behavior after purchasing. (1)In research on switching intention, many researchers tried to present parameters that influence on switching intention and collected datas to analysis to find vital aspect in order to lower switching intention effectively. (2)In research on switching behavior, researcher find past consuming experience may impact on evaluating current service. The result of research also discloses that consumers have different switching experience may show different degree of satisfaction.