Research On The Factors Influencing Consumer Cell-phone Brand Switching Behavior

With the economic globalization,enterprises have been in more and more fierce competition,which has shifted from simple marketing behaviors such as advertising and promotion to the competition in premium customers.How to attract and keep customers has become the focus of each enterprise.It has been proved through empirical researches that the brand switching behaviors of customers will influence the profitablity of enterprises.Enterprises are trying to reduce the brand switch behaviors of customers by making customers more satisfied.As a matter of fact,however,customers may choose the products of other enterprises in spite of their satisfaction.As the cell phone is becoming increasingly popular and more and more customers has possessed over one,the switch of cell phones is common.Hence,this thesis puts emphasis on the factors which have influence on the cell-phone brand switch of customers as well as their influence.Based on previous relative studies and the result of the depth interview,this thesis regards Perceived Risk,switching cost,brand preference,customer variety seeking, attractiveness of alternatives,customer satisfaction,Perceived quality and cusutomer involvment as the factors influencing the cell-phone brand switch of customers.It models with reference to previous models in the related field and makes a survey after the design of a questionnaire and the selection of a calculation method.The analysis reaches the following conclusions:switching cost and customer involvement have nothing to do with the brand switch behaviors of customers;customer variety seeking and attractiveness of alternatives achieve positive correlation with the brand switch behaviors of customers;other factors have negative correlation with the brand switch behaviors of customers.The research model of this thesis is improved thereafter. Finally,the academic significance,the practical importance to cell- phone manufacturers,the limitations and the outlook to the field of this thesis are proposed.