S. Nakano, A. Inoue, K. Otsuka, T. Kurosawa, M. Iwashita, K. Nishimatsu
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引用次数: 3
摘要
日本手机市场正处于成熟阶段。在竞争条件下,移动运营商最重要的目标是增加市场份额。本研究的目的是了解假定市场条件下的移动运营商选择行为。提出了备选方案是否更换其他载体的二元选择模型。基于NTT docomo、au by KDDI和softbank三家移动运营商的调查数据,构建了三个模型。每个模型有8个因素,用对移动服务特征的满意程度来表示。研究表明,不同载体的重要决策因素是不同的。这意味着移动运营商要想增加市场份额,就必须保持和提高重要因素的满意度。
Mobile-Carrier Churning Behavior Modeling Based on Customer Satisfaction
The Japanese mobile phone market is in the matured stage. Under competitive conditions, the most important objective of a mobile-carrier is to increase the market share. The aim of this research is to understand mobile-carrier choice behavior under assumed market conditions. We propose the binary choice models of which alternatives are change to other carrier or not. Three models are constructed based on survey data for three mobile-carriers: NTT docomo, au by KDDI, and Soft Bank. Each model has eight factors expressed by the satisfaction levels for mobile-service characteristics. It is shown that important decision-making factors vary from carrier to carrier. It implies that a mobile carrier should keep and improve the satisfaction level of the important factors in order to increase the market share.