Research on family customer decision-making of packages selection in telecom service

摘要

In view of the complexity and diversity of packages in telecom service, in-depth analysis of family customer decision-making behaviors is of important practical significance to package design and marketing. Applying theory of arbitration and coordination in group decision-making, this paper discusses the issue of family decision-making on packages selection in consultation decision-making family whose members can be divided into decision-makers and coordinators when making decisions. Through the empirical analysis on this issue, characteristics of decision-making in this kind of family are discovered, optimal package scheme is determined after group conflicts solving. Finally, obtaining some conclusions, such as the influence of coordinator are not obvious, family members compromises easily, and also providing new package design ideas, for example, put stress on the demand of core members totally but ignore the others' demand.