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4 Anova Analysis – Multiple Linear Regression with demographic independentvariables

4 Anova Analysis – Multiple Linear Regression with demographic independentvariables

Tải bản đầy đủ - 94trang


Customer Satisfaction had a positive influence on Customer Retention. A comparison

between data analysis results and the original theoretical research model can provide us

a practical insight in Mobile telecom industry in Viet Nam.

4.5.1 The unexpected insignificance of the Negative Switching Barrier’s role

The Negative Switching Barrier had two components: Switching Cost and

Investment Relationship. As the results from Multiple of regression analysis support

that the Negative Switching Barrier has a negative direct effect on Customer

Satisfaction as suggested by Claes Robert et al., (2003). The unexpected results are that

the negative link between Switching Cost and Customer Satisfaction, between

Investment Relationship and Customer satisfaction were not supported in this research.

This finding can be explained by the fact the mobile services market in

Vietnam. Currently, Vietnam's mobile market have got seven service suppliers, so

mobile carrier constantly compete to increase market share by as much as business

strategy: improving brand image, shorten length and expand width distribution channel

to bring information about suppliers and services to customers, users quickly and

efficiently. Besides, costs, connection new mobile services charges as well as service

charges for mobile is decreasing and cheap (the past 10 years, Vietnam has nine times

the rate reduction and telecommunication services to international telecommunications

today's Vietnam cheap 3rd in ASEAN). Therefore, customers using mobile services in

Vietnam do not pay much attention to Switching Cost, Investment Relationship. It

means Switching Cost, Investment Relationship in switching barrier have not

negatively impact customer satisfaction in mobile telecom industry in Viet Nam.


4.5.2 The impact of the Positive Switching Barrier on Customer Satisfaction

The Positive Switching Barrier had two components: Attractiveness of

Alternative and Interpersonal Relationship. As the results from Multiple of regression

analysis support that the Positive Switching Barrier has a positive direct effect on

Customer Satisfaction as suggested by Claes Robert et al., (2003). In this study, the

positive link between Attractiveness of Alternative and Customer Satisfaction, between

Interpersonal Relationship and Customer satisfaction were supported. Results of

Multiple Regression showed that stronger link between Interpersonal Relationship and

Customer Satisfaction with Standardized Coefficients (Beta = 0.695) than link between

Attractiveness of Alternative and Customer Satisfaction with Standardized Coefficients

(Beta = 0.236).

Thus, the strong link between the Positive Switching Barrier (Interpersonal

Relationship and Attractiveness of Alternative) and Customer Satisfaction reflects that

the carriers have strong supports in the interpersonal relationship to customers, they

toward repurchase intention. Therefore, the mobile carriers focus more on developing

and carrying out relationship-oriented marketing strategies to enhance interpersonal

relationships with customers and also try to make their services more attractive than

other competitors.



This chapter is the conclusion of the whole thesis work based on data analysis

results. It also contains some recommendations to the mobile telecom’ management

board presents research limitation and recommendations for future researches.

5.1 Conclusion

The primary purpose of this study was to investigate the strategies of companies

in Viet Nam mobile telecommunication services to increase customer satisfaction and

customer retention, also to find out the influencers and determinants of customer

satisfaction through the factors of switching barrier and their level of importance, then

influence to retention. In the following, the conclusions reached on hypotheses are


In this study four determinants of switching barrier for customer satisfaction

were suggested: switching costs, investment in relationship, attractiveness of

alternative and interpersonal relationship, and then this study determines the level and

important influence of customer satisfaction to customer retention. After gathering data

and analyzing it based on the theory, some interesting results were found.

Firstly, it was identified that customer satisfaction has positive effect on

customer retention with the most significant and high influence level. That means as

customer satisfaction is consider repurchase intention and customer retention. By

contrast, customers do not satisfy, they would like to decide switch or exit this supplier.

Secondly, it was verified the factors of switching barrier that is interpersonal

relationship have the most significant and positive effect on customer satisfaction and

overall attractiveness of alternative comes next.

Furthermore, it was identified the factors of switching barrier that are switching

cost and investment relationship have none significant and none or a little of negative

effect on customer satisfaction.


5.2 Managerial Implications

The Viet Nam mobile telecommunication market has become a “red ocean”, the

suppliers have to compete aggressively to win market share and has confirmed that any

mobile suppliers in the following also no room for the “pie market” was divisible. So,

the industry is shifting its strategic focus away from just attracting new customers,

towards gaining new customers and retaining existing customers through the

promotion of customer satisfaction and retention.

According to the historical development of mobile services in Vietnam, three

major suppliers are Viettel, MobileFone and Vinaphone that have been leading and the

proportion of market share. Thus, the bond Necklaces mobile market will continue to

be maintained as the ability to spike in subscribers is almost impossible. Through it, the

competition in the mobile market in Vietnam will add many new shades.

Regarding this issue, this thesis has some implications for managers in order to

set new goals.

First, the results of this study showed that customers evaluate interpersonal

relationship of switching barriers in mobile telecommunications services is the most

important influential factor for customer satisfaction. So, that is when the customers

has used the services of this supplier with relationships, information, friends, society,

works, they do not intend to switch or leave from actual supplier when there is demand.

Thus, mobile carriers must, above else, maximize customer satisfaction through

support and improve the interpersonal relationship of switching barrier in order to

enhance customer retention. In particular, mobile suppliers must focus on keep loyal

customers and customer-oriented by always providing the benefit value, customer

value to increase satisfaction and build a long-term relationship.

Second, the mobile carriers have strategies to increase the number of customers

in saturated mobile telecom market in Viet Nam should focus on developing new

customer that is not really get "interpersonal relationship " and expected in future they


will have the" interpersonal relationship" and become loyal customers of actual

supplier. Thus, the potential customers have been segmented and developed new

customers that are young audience of pupils, students. And hopefully, they will have a

job, get interpersonal relationships and expectations become sustainable loyalty

customer. So, the mobile carriers should focused on promotions, marketing, policy

preferences, especially price policies (in line with customer segments that are students,

young people have none income or low income) in order to attract a large number of

young customers, increase the number of mobile customers and increase market share

in Vietnam.

Third, in addition to the main factors affecting "interpersonal relationship" in

switching barriers in the Vietnam mobile telecommunication market, the factors

"Attractive of alternative" also has positive effect customer satisfaction. Therefore, the

mobile carriers will also need to do more works to improve the attraction and their

differences compared to competitors in Vietnam, such as: service quality, brand image,

attitude to care customer, price, technology, value-added services. So, customers

perceive the value of the benefits, value difference that the actual supplier has

supported. They choose and continue to use service of this supplier in context of the

competitive mobile market.

Further, interpersonal relationships between suppliers and customer and the

attractiveness of the products and services in the competitive market are factors that

retain customers.

In addition, the research results also reveal that the switching cost and

investment relationship have a little or none impact on customer satisfaction in the

mobile telecom industry. This reflects the customers are not interested in the switching

cost, investment relationship as they switch or leave the mobile supplier. So, this also

reflects the mobile carriers are face the tough competition that the cost, investment is

used to connect new mobile service or switch to other carrier, is so low.


Mobile suppliers’ managers are warned not to focus too much on the marketing

mix with price, promotion, place and product to forget the relationship building

processes. Therefore, mobile suppliers in order to increase customer lifetime value and

customer retention, while developing and carrying out relationship-oriented marketing

strategies to enhance interpersonal relationships with customers and also try to make

their services more attractive than other competitors.

5.3 Implications for Further research

By performing an empirical analysis of the impact of switching cost, investment

relationship, attractiveness alternative and interpersonal that the factors in switching

barrier, on customer satisfaction, then analysis of impact customer satisfaction and

customer retention, and the causal relationship between them. This study has provided

a comprehensive foundation for future studies of customer satisfaction and customer

retention in the mobile telecommunication services industry and suggested directions

for companies in this industry, especially in Viet Nam market.

The sampling method used in this study is convenience sampling. However,

from Anova analysis results, it seemed that there were no clear links between

demographic variables and dependent variables and that casts a doubt on the proper

choice of sampling method. An insight on the proportions of customer segments and

customer size is necessary in order to assure the sampling is done in the same

proportion. And this may be of improvement areas in future researches.



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