Dissertation > Excellent graduate degree dissertation topics show

An Empirical Study of Customer Experience’s Effect on Behavior Intention in Telecommunication Industry

Author: XiaLiKun
Tutor: WangKeYi
School: Dalian University of Technology
Course: Business management
Keywords: Customer Experience Willingness to buy Mobile value-added Ring tones
CLC: F626;F224
Type: Master's thesis
Year: 2009
Downloads: 440
Quote: 4
Read: Download Dissertation

Abstract


Consumer demand is also developed to further enhance the level of people's material life, a higher stage, to experience economic model Following the service economy and a vibrant economic form. Mobile communications industry as a typical service economy format, the user is also growing demand for experience. With the growing competition between operators, mobile value-added business marketing has become the focus of competition of the market. Traditional marketing methods have been unable to meet customers' changing needs, mobile operators are beginning to plan for the use of the experience marketing tools to promote value-added services. In this study, drawing on the basis of the results of previous studies, I hope to answer the following questions: What are the consumer purchase intention of mobile communication experience drivers? How they impact on consumers' willingness to buy? Customer attitude as to buy the wishes of the important factors, in the customer experience for purchase intention in what role it plays? the customer experience in the telecommunications industry for the proposed theoretical model of customer purchase intention and customer attitudes introduced into the impact used as a variable customer experience affect purchase intention to make further theoretical derivation, obtained through empirical analysis of data checking the validity of the theoretical model, empirical results show that: the customer experience for the willingness to buy direct drive, functional experience, social experience willingness to buy direct effect is much greater than the brand experience and involvement experience for purchase intention. On the other hand, the customer experience indirect drive for purchase intention, brand experience and involvement experience functional experience, the social experience is much larger than the effect attitude attitude. Where the significance of this article is targeted customer experience affect purchase intention conceptual model explores the mobile communication consumer purchase intention Experience Factors, and the introduction of customer attitude variables to explain the customer experience in the telecommunications industry drivers of consumer purchase intention path to enrich the study of consumer behavior theory. The conclusions will help mobile communication enterprises to develop experiential marketing initiative to improve consumers' feelings of mobile value-added services, to stimulate consumer purchase intention, and eventually to the new purchasing behavior.

Related Dissertations

  1. Consumers' willingness to buy B2C shopping site Empirical Study,F724.6
  2. Railway passenger station restaurants brand assets to purchase Intention travelers,F532;F224
  3. Study on Consumer Behavior and Willingness to Pay for Green Camellia Oil in Hunnan Province,F426.82;F224
  4. The value of flowers MMS,G206
  5. Design and Implementation of "Missed Call" Service for Mobile Communication,TN929.5
  6. Analysis on the Marking Strategy of Hangzhou Unicom’s Mobile Value-added Service,F626
  7. Empirical research based on consumer brand equity theory B2C online brand,F724.6;F224
  8. The Analysis and Design of Hebei Mobile Data Constistency System between NGBOSS and CRBT Platform,TP311.52
  9. Mobile Value Added Service Management and Marketing Strategy Analysis,F626
  10. The film screenings customer experience impact on customer loyalty empirical research,J943
  11. Pig farmers on the insurance needs analysis,F326.3
  12. Study on Luxury Customer Experience Management of LB Plaza,F721
  13. Analysis and Strategic Research on Value-Added Services of China Mobile,F626
  14. An Investigation of the Relationship between Customer Experienced Service Quality and Customer Loyalty,F713.5
  15. China's 3G mobile value-added industry risk assessment of investment opportunities and value,F626
  16. Empirical Research on the Indentification Management of Customer Experience,F274
  17. Research and Implementation of CRBT Marketing Integrated Information Platform of Sichuan Mobile,TP311.52
  18. Study on Spa Resort Hotel Products of Zhougong Mountain Forest Park Hot Spring Area in Sichuan,F719.2
  19. Study on the Brand Shaping of Budget Hotel in China-Based on Customer Experience,F719
  20. Telecommunications service brand asset Driving Factors,F224

CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
© 2012 www.DissertationTopic.Net  Mobile