专业学位硕士研究生学位论文
携号转网背景下M 市移动通信客户流失影响因
素及挽留策略研究
作者姓名李驭坤
学号7320200086
导师曾静
答辩委员会成员何雪峰（主席）、李齐辉
王传珂、胡健、周中林
评阅人李笑雪、田源
2023年12月
分类号：学校代码：10619
UDC：密级：
西南科技大学硕士学位论文
（工商管理硕士）
携号转网背景下M 市移动通信客户流失影响因
素及挽留策略研究
作者：李驭坤
学科(专业)或领域名称：工商管理
指导教师姓名、职称：曾静、副教授
校外指导教师姓名、职称：彭丽新、高级工程师
学生所属培养单位：经济管理学院
论文答辩日期：2023年12月2日
A Thesis Submitted to Southwest University of Science and
Technology for the Degree of Master
（Master of Business Administration）
Research On The Influencing Factors And Retention
Strategies Of Mobile Communication Customer Churn In
M City Under The Background Of Number Portability
And Network Transfe
Candidate:LI Yu Kun
Supervisor:Zeng Jing
June 2023
摘要随着携号转网服务在我国全面放开，越来越多的客户已经办理了携号转网服务。客
户不用更换手机号码就可以随意选择运营商，从而享受更优的服务。因此，携号转网
既给运营商带来了机遇，又给运营商带来了更多的挑战。M 市移动客户份额在携号转
网服务政策实施后出现了下滑的趋势，如果不及时采取有效的措施，必定会造成客户
流失，收入份额减少。如何做好存量客户的运营从而防止客户流失，同时又能够发展
新客户，使企业盈利增收，是运营商在携号转网服务政策实施后亟需解决的问题。
本文以M 市通信客户为研究对象，结合计划行为理论和客户满意度理论构建假设
模型，探究携号转网背景下客户流失的影响因素以及各因素之间的逻辑关系。研究通
过线上和线下调查问卷相结合的方式进行数据收集，运用统计分析软件SPSS 和AMOS
对数据进行分析，研究结果表明：(1)通信客户流失倾向主要受到政策感知正向影响，
受到转换障碍、客户满意度的负向影响；(2)产品质量、资费价格、服务质量对客户满
意度均有正向影响；（3）主观规范对转化障碍有负向影响，而转换成本和使用习惯对
转换障碍有正向影响；（4）携号转网政策感知高敏感型客户转换障碍对流失倾向作用
最强，而低敏感型客户在客户满意度对流失倾向作用最强，高敏感型客户相比低敏感
型客户具有更高的流失倾向。
通过实证分析，本文的研究结论为携号转网背景下运营商的挽留策略提出了以下建
议：（1）提高客户满意度角度出发，从提高产品的质量、优化资费价格、提高服务质
量挽留离网倾向客户。（2）转换障碍对对流失倾向有负向影响作用。主观规范、转换
成本、使用习惯对转换障碍产生影响，通过主动营销、培养用户使用习惯以及与协助
运营商监管部门方式预防客户流失。
关键字：携号转网；流失倾向；客户满意度；转换障碍
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西南科技大学硕士学位论文
ABSTRACT
With the comprehensive opening of account transfer services in China,more and more customers
have already applied for account transfer services.Customers can freely choose an operator without
changing their phone number,thereby enjoying better services.Therefore,carrying a number to switch to
a network not only brings opportunities to operators,but also faces more challenges.How to operate
existing customers well to prevent customer churn,while also developing new customers and increasing
profits for enterprises,is an urgent problem that operators need to solve after implementing the policy of
transferring accounts to the network.The share of mobile customers in M city has shown a downward
trend after the implementation of the policy of transferring accounts to the internet.If effective measures
are not taken in a timely manner,it will inevitably lead to customer loss and a decrease in revenue share.
Based on the above background,this article takes communication customers in M city as the research
object,combines customer life cycle theory and customer perceived value theory to establish a hypothesis
model.Through questionnaire surveys and data statistical analysis methods,the influencing factors of
customer churn and the logical relationship between each factor in the context of transferring accounts to
the internet are obtained.Finally,based on the analysis results,targeted retention suggestions are
proposed.
After collecting data through a survey questionnaire and organizing and analyzing the data,the
following conclusions can be drawn:(1)The tendency of communication customer churn is mainly
positively influenced by policy perception,while it is negatively affected by conversion barriers and
customer satisfaction.(2)Product quality,tariff price,and service quality have a positive impact on
customer satisfaction.The better the product quality,the more affordable the tariff price,and the more
satisfied the service.Customer satisfaction is higher,which can prevent customer churn.(3)Subjective
norms have a negative impact on conversion barriers,while conversion costs and usage habits have a
positive impact on conversion barriers.(4)The perception of the policy of transferring accounts to the
internet is that high sensitive customer conversion barriers have the strongest impact on churn tendencies,
while low sensitive customers have the strongest impact on churn tendencies in terms of customer
satisfaction.High sensitivity customers have a higher tendency to churn compared to low sensitivity
customers.
Through empirical analysis,the following suggestions are proposed for the retention strategy of
operators in the context of transferring accounts to the internet:(1)From the perspective of improving
customer satisfaction,we aim to improve product quality,optimize tariff prices,and improve service
quality to retain customers who are inclined to leave the internet.(2)Conversion barriers have a negative
impact on convective instability.Subjective norms,conversion costs,and usage habits have an impact on
conversion barriers,and customer churn is prevented through proactive marketing,cultivating user usage
habits,and assisting operator regulatory authorities.
Keywords:carrying account to network;Loss tendency;Customer satisfaction;Conversion barriers
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