Study on the Impact of the Telecom Terminal Customization Service Strategy on Customer Conversion Tendency

摘要

Based on the theory of customer switching tendency and combined with its own characteristics of the terminal customization strategies in the telecom industry, this study analyses and refines the three major driving factors affecting the terminal customization strategy as well as the influencing factors of the customer switching tendencies under the new strategy. The results show that the terminal customization strategies play a significant role in reducing attraction of the alternative, improving customer satisfaction, thus tend to have an impact on customer switching. It puts forward some advice for three major domestic operators in order to provide references to making effective strategies.