Research On The Driving Factors Of Customer Acquisition In High

In the fierce competition process, enterprises can not develop without the support ofcustomer groups. For the new developed high-tech service enterprises, their developmentsneed more consumers too. Customer acquisition are subject to a number of complex factors,of which the customer value、brand and switching barriers are crucial to customer initialpurchase behavior.This paper makes the theory and examples combined，based on the predecessor research,systematically analyze the connotations, dividing dimensions and syntagmatic relationships ofeach driving factors with customer acquisition in high-tech services, and then establish astructural model of driving factors with customer acquisition in high-tech services. On thebasis of the literature review, combined with the telecommunications services which are oneof the representatives of high-tech services industry to design the questionnaire, The authorconducted a survey of the customers of telecommunications services through the networkrandomly, and then analyzes and tests241valid questionnaire’s data using SPSS and AMOSstatistical analysis software.First, this present study describes the theory of high-tech services and customeracquisition; Secondly, this paper defines the related concepts, and puts forward the concepts,characteristics and dimensions divided of each driving factors. we divided dimension into these: customer value, brand and switching barriers; ultimately became nine sub-dimensions:the product value of network node, the service value of network node, personalized dimension,semiotic dimension, procedural switching costs, financial switching costs, relational switchingcosts and replacement attract; Thirdly, in-depth study of the impact of the mechanism of thenine sub-dimensions of the customer acquisition process, formulating hypotheses and drawthe structure of the model; Fourth, the survey collected data using SPSS and Amos softwareanalysis and validation of the model, and marketing proposals for conclusions. The researchfound that the nine dimensions of the high-tech service industry customer acquisition processwill produce different effects. Among them, product value and service value play moresignificant positive effect on customer acquisition; enterprise dimension, personalizeddimension play positive role in customer acquisition, but the effect on symbolic dimensionhave not been confirmed. Procedural switching costs, financial switching costs, andreplacement attract play negative role in customer acquisition. At the same time, enhancecustomer value and brand image play a certain role in promoting the formation of switchingbarrier.