Factors affecting the choice of mobile phone network providers

Tran Huu Ai *

* Correspondence: Tran Huu Ai (email: 454_tranhuuai@gmail.com)

Article Sidebar

PDF
Received: 10 Jun 2014
Revised: 10 Jul 2014
Accepted: 20 Jul 2014
Published: 15 Aug 2014
Views
0
Downloads
0
How to Cite
Trần, Ái H. (2014). Factors affecting the choice of mobile phone network providers. Van Hien University Journal of Science (4), 93-105.
Issue
Issue 4 (2014)
Section

Main Article Content

Abstract

The aim of this study is to measure the impact of those factors that lead to customer's provider choices and the relationship between these factors. Over 393 survey samples show that factors (quality of service, technology, value-added services, customer care services, prestige-brand) explain 62.80% of the choices of the customer's providers. The results of the study also show that the choice of the customers have a positive impact from high to low within five factors: technology (B= 0.470), prestige-brand (B = 0378), customers care (P = 0.169), value-added services (B=0133), quality of services (ß = 0.131).
Keywords: Technology, quality of service, provider, brand, choice

Article Details

References

1. Nguyễn Văn Hiến, Phan Văn Thắng (2009), “Nghiên cứu Marketing”, Nxb Lao động – Xã hội.

2. Vũ Huy Thông, “Giáo trình Hành vi người tiêu dùng” (2010), Nxb ĐH Kinh tế Quốc dân.

3. Vụ Khoa học Công nghệ, Bộ BCVT (2006), Tiêu chuẩn ngành TCN 68 -186:2006 “Dịch vụ điện thoại trên mạng viễn thông di động mặt đất – Tiêu chuẩn chất lượng”.

4. Cronin, J. J. & Taylor, S. A., "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, 56 (July): 55-68, (1992).

5. Gronroos C (1990), "Service management and marketing: Managing the moments of truth in service competition", Lexington Books.

6. Kotler, P., Armstrong, G., Saunders, J., Wong, V. (1999), Principles of Marketing, Second Edition, Prentice Hall Inc. New York.

7. Oliver, R. L., (1997), "Satisfaction: A Behavioral Perspective on the McGraw-Hill. Consumer", New York NY,

8. Philip Kotler (2008) “Marketing essentials”, Nxb Lao động & Xã hội.