Empirical Study Of Service Innovation's Effect On Customers' Re-purchase Intention In Telecommunication Industry

In recent years, position of the several major domestic mobile communication operators has been kept changing. From the unity to the separation of political and economic, from the monopoly to multiple competitors, the telecommunications industry has been developed in the reforming. After the establishment of the six operators including China Mobile, China Telecom, China Unicom, China Netcom, China Sitcom, China Railcom, the telecommunications industry reorganized in 2008 for in order to form the innovation capacity and promote the healthy development of the National telecom system:China Netcom merged in China Unicom, China Railcom came into China Mobile. With the reallocation of resources, the telecommunications industry reshuffled the cards, and all the three mobile operators finished operating in different field and started the competition in all business areas. In order to expand the market sharing, all the operators keep producing new products and new business packages to attract customers. However, with the increasing homogenization of the mobile communications products, this method has not been effective any more, and the increasing loss of customers is gradually being the attention of operators. Therefore, The issue that how to keep the existing customers choosing their current mobile operator when they have to replace the existing business service for some business or personal needs has become the concern for scholars.Based on the review of the relevant researches in the field of repurchase intention as well as the field of service innovation, this research analyzed the Service Innovation's Effect on Customers'Re-purchase Intention in Telecommunication Industry, and developed the Theoretical model. Two basic theory will be applicated in the study:the Theory of Reasoned Action(TRA) and the Innovation Diffusing Theory(IDT). After studing the study of service society and developing entrency of service, we proposed the independent variable to repurchaseing intension——service innovation. And 198 users of mobile telecommunication were chosen for our investigation. The result shows that service innovation which contains two different dimensions made by the operators in telecommunication industry has important effect to customers' intention when they are in need to repurchase the mobile telecommunication, and the effect to customers'intention from the two different dimensions is different. The Significance of this research is as following:Firstly, based on reviewing previous literatures, this paper puts forward the concept of service in the field of telecommunication industry and develops the measurement scale of service innovation, further more testing the validity and reliability of the measurement scale. Secondly, this paper will be on the basis of the Theory of Reasoned Action, the Technology Acceptance Model and the Innovation Diffusion Theory, get rid of the view of satisfaction-loyalty to study customers' repurchasing behavior. Propose other point of view to study impacting model. This model of the repurchasing theory has some certain significance.There has no maturing measurement of service innovation before,so this measurement scale will give the following studies some theory basics; at the same time it will provide the enterprises some referring tool.