Research on Influencing Factors of Chinese Mobile Communication Customers’ Switching Intention by Mobile Number Portability

Abstract

In order to explore the Influencing Factors of Switching Intention by Mobile Number Portability .We build up a structural equation model for Chinese mobile customers’ influence factors on MNP intention. Including competitive attraction, subjective norm, and policy perception, customer satisfaction, switching barriers, network quality, awareness rates, perceived service quality, usage habits and switching cost. According to empirical analysis, we find that customers with different perceive levels in MNP polices have significant differences in switching intention. And through the analysis and comparison, we find that the influence factors and the path coefficients of the customers’ switching intention are also different when they have different perceive levels in MNP policy.