Understanding the Impacts of Switching Motivation and Problem Types on the Feeling of Regret: An Example of Switching Internet Service Provider
| Autor: | Chih-hao Liu, 劉智豪 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 With the expending of Internet popularity, the competition between Internet Service Provider companies is achieving a peak. Because their products and services have highly similarity and also have close ranged pricing strategy. Hence, once ISP disappointed their customers, they will easily lose their market share. The purpose of this research is to understand the effect on different switch driver on customer’s emotion when they performed switching behavior. Second, after customer switched, what behavior can be influenced by customer’s emotion? This research combined Push-Pull-Mooring model and Expectation Disconfirmation Theory as drivers and post-switching problems. Moreover, the concept of Regret is used to investigate and explains the effect on customer’s behavior intention. The results of this research include: (1) Customers driven by Pull effects will cause higher Regret than driven by Push effects. (2) After switched, customers will sensed more Regret when negative consequences occurred. (3) Regret emotion created by post-switching behavior can affect customer’s negative behavior intention. The contribution of this research is to understand the causes of regret and the influences on customer’s post-switching behavior. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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