A theoretical hypothesis that changing prices have effects of regulation is proposed by analyzing relations among changing charges, customer satisfaction and customer loyalty in the field of mobile communication utilization of enrolled college students. Then relevant data are acquired from questionnaires, processed with SPSS 20.0 Statistical Program and subjected to hierarchical regression analysis to test the hypothesis. Finally, it is concluded that, among different dimensions of changing prices, procedural changing prices have a significant effect of regulation between customer satisfaction and customer loyalty, but the financial and relational changing prices have not significant moderating effect. Thus, to improve customer loyalty, operators are suggested to enhance customer satisfaction and procedural changing prices simultaneously.
Volume 11 | 04-Special Issue
Pages: 2537-2542