Authors: Kuang-Jung Tseng
Addresses: Department of International Business, Hsuan Chuang University, Hsinchu City 300, Taiwan
Abstract: As the mobile telecommunications market saturates in recent years, service providers need to change their marketing strategies and continuously upgrade their service quality to maintain customer satisfaction. This study used the hierarchical analysis structure to assess the customers' reuse intention of mobile services, based on the factors of service quality, product function and product price. As there were complex interdependent relationships between the above-mentioned factors, this study employed Analytic Network Process (ANP) for analysis to further assess customers' reuse intention of mobile telecommunications services. The research findings suggested that when the service quality, product function and product prices of the mobile telecommunications industry are taken into consideration, the weight of customers reuse intention is higher than that of unwilling to reuse.
Keywords: mobile services; m-services; mobile communications; ANP; analytical network process; ANP; service marketing; reuse intention; service reuse; service quality; product function; product price; customer intentions.
International Journal of Mobile Communications, 2013 Vol.11 No.3, pp.213 - 224
Available online: 25 Jul 2013 *Full-text access for editors Access for subscribers Purchase this article Comment on this article