影响消费者使用移动通信服务忠诚度的因素:越南案例研究

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-09-06 DOI:10.1108/apjml-03-2024-0412
Khoa Nguyen Van, Huyen Pham Thi, Thuy Anh Phan
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引用次数: 0

摘要

设计/方法/途径基于从越南两个主要城市(河内和胡志明市)的 820 名用户中收集的调查数据,使用 SPSS 和 AMOS 软件对数据进行处理。研究结果该研究确定了影响客户对移动电信服务忠诚度的四个因素,其中感知服务质量直接影响态度忠诚度和行为忠诚度。企业形象和感知转换成本影响态度忠诚度,而信任影响行为忠诚度。此外,感知服务质量通过企业形象和感知转换成本间接影响了态度忠诚度。研究局限性/启示该研究只关注了影响移动通信服务用户忠诚度的有限几个因素,研究的地域样本仅限于河内和胡志明市,而且简化了感知转换成本,没有考虑其不同的组成部分,如心理、财务和程序成本,而这些因素可以提供更全面的实验和理论见解。研究揭示了越南移动通信行业的客户忠诚度与对服务提供商的态度和持续使用行为之间的关系,并将客户群体分为真正忠诚、潜在忠诚、假装忠诚和不忠诚。研究建议,服务提供商应注重提高服务质量,培养积极、透明的企业形象,以增强客户信任,促进稳定的关系,保持市场竞争力。原创性/价值该研究模型结合了 Oliver(1999 年)的忠诚度理论和 Aydin 和 Özer(2005 年)的研究模型,重点关注感知服务质量、企业形象、信任和感知转换成本,同时考察了它们与行为忠诚和态度忠诚之间的关系。
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Factors influencing consumers’ loyalty in the use of mobile telecommunication services: the case study in Vietnam

Purpose

The research aimed to identify factors influencing customer loyalty in the use of mobile telecommunication services in Vietnam, focusing on two dimensions “attitudinal loyalty” and “behavioral loyalty.”

Design/methodology/approach

Based on survey data collected from 820 in two of Vietnam’s major cities users, Hanoi and Ho Chi Minh City, the data were processed using SPSS and AMOS software.

Findings

The study identified four factors affecting customer loyalty to mobile telecommunication services, with perceived service quality directly impacting both attitudinal and behavioral loyalty. Corporate image and perceived switching costs influenced attitudinal loyalty, while trust affected behavioral loyalty. Moreover, perceived service quality indirectly influenced attitudinal loyalty through corporate image and perceived switching costs.

Research limitations/implications

The study only focuses on a limited number of factors influencing mobile telecommunications service user loyalty, its restricted geographical sample from only Hanoi and Ho Chi Minh City, and the simplification of perceived switching costs without considering their various components, such as psychological, financial and procedural costs, which could provide more comprehensive experimental and theoretical insights.

Practical implications

The study reveals that customer loyalty in Vietnam’s mobile telecommunications sector is linked to the relationship between attitude toward the service provider and continued usage behavior, categorizing customer groups into genuine loyalty, latent loyalty, feigned loyalty and disloyalty. It suggests that service providers should focus on improving service quality and cultivating a positive, transparent corporate image to bolster customer trust, foster stable relationships and remain competitive in the market.

Originality/value

The research model combines Oliver’s (1999) theory of loyalty with Aydin and Özer’s (2005) research model, focusing on perceived service quality, corporate image, trust and perceived switching costs, examining their relationships with both behavioral and attitudinal loyalty simultaneously.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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