Factors Influencing Customer Behavioral Intentions

Nowadays, the rapid development and use of information and communication technologies is having a direct and dramatic impact on all aspects of life. China′s telecommunication industry has been growing fastest in the world over past 20 years and the mobile communication market has been the most active. The mobile phone users are still increasing. However, the growth rate decreases gradually. So mobile operators must know how to implement effective strategies to maintain existing customers and attract more new customers. Therefore, the study of behavioral intentions in mobile service is essential for mobile operators.Consumer behavior can be predicted from intentions that correspond directly to that behavior. Through ICT, services have become a pillar of the global economy, customer behavioral intentions in service has become a hot research for scholars. The scope of the study is to be extended, from not only have a consideration on one variable such as service quality, but also with a view to satisfaction, value. However, the concept of fit is seldom provided. Service quality and corporate image which are under control of the service provider are more important to service provider. This research tried to investigate the relationships between service quality, corporate image, switching barrier and behavioral intentions。According to the moderation perspective, this study models switching barrier as a moderator that influences the relationship between service quality, corporate image and behavioral intentions. Switching barrier is conceptualized as multidimensional (switching cost, attractiveness of alternatives and interpersonal relationship), each dimension is tested separately.This paper bases on the literature review, constructs a conceptual model and develops related hypothesizes, then designs the survey, chooses the sample for survey from current users of mobile telecommunication services in Changchun. There were a total of 181 valid survey responses. SPSS 16.0 was used for reliability and validity analysis, and AMOS 5 was adopted for confirmatory factor analysis. Then tests the model by regression analysis, particularly use Moderated regression analysis(MRA)to test the form of moderation.The results found that service quality, corporate image as the factors which are under control of the service provider, have positive influence on behavioral intentions. Switching cost and interpersonal relationship also have positive influence on behavioral intentions. And at the 0.05 significance level, attractiveness of alternatives have some negative influence on behavioral intentions. The results of the moderating role of switching barrier on the link between service quality, corporate image and behavioral intentions show that the dimensions of switching barrier do not moderate the impact of service quality, corporate image on behavioral intentions.