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Improve the Communication Quality by Understanding Switching Behavior
Wuhan Univ Technol, Sch Management, Wuhan 430070, Peoples R China..
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Handelshögskolan.
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Centrum för tjänsteforskning.
2015 (Engelska)Ingår i: PROCEEDINGS OF THE 12TH INTERNATIONAL CONFERENCE ON INNOVATION AND MANAGEMENT / [ed] Wang Yingming, Xu Hongyi, WUHAN UNIV TECHNOLOGY PRESS , 2015, s. 62-73Konferensbidrag, Publicerat paper (Refereegranskat)
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Text
Abstract [en]

Instant paper aims to analyze telecom customer relationship by delving into customer switching behavior and identifying preferred communication type to help companies in designing appropriate communication in order to prevent the customer switching and enhancing customer loyalty. Two staged qualitative research has been conducted by interviewing 13 telecom customers who had experienced telecom service provider switching and data is analyzed by coding technique. Findings reveal that telecom customers chose distinctive sources of information while making switching decision. Active customers chose newsletter based on rich content including innovative services information whereas passive customers chose newsletter primarily based on competitive prices. Managers can communicate active and passive customers according to the respective communication preferences. Moreover, marketers can study switching determinants, triggers and sources of information in order to design the customized communication so as to prevent triggers from happening in the first place, thereby enhancing customer loyalty. This paper synthesizes insights from the extant literature on relationship marketing, customer switching behavior and contemporary communication channels to develop comprehensive customer-driven loyalty enhancing communication.

Ort, förlag, år, upplaga, sidor
WUHAN UNIV TECHNOLOGY PRESS , 2015. s. 62-73
Nyckelord [en]
Customer switching behavior, Telecom customer loyalty and relationship marketing communication, Newsletters, Situational, Influential and reactional triggers, Switching determinants
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:kau:diva-44551ISI: 000376542300010ISBN: 978-7-5629-5021-9 (tryckt)OAI: oai:DiVA.org:kau-44551DiVA, id: diva2:950976
Konferens
12th International Conference on Innovation and Management, Wuhan, November 20-22, 2015
Tillgänglig från: 2016-08-04 Skapad: 2016-08-04 Senast uppdaterad: 2017-08-15Bibliografiskt granskad

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