Factors Influencing Consumers’ Choice of Telecommunication Service Providers in Chengdu, China


  • Ling Li Pathum Thani University


Choice decision, Telecommunication service, marketing mix


This independent study aims to identify factors that influence customers' choice of telecommunication service provider in Chengdu, China, and examine the relationship between these factors and customer choice. The study also aims to demonstrate the relationships between these factors and customer choice in the telecommunications industry. Four significant independent variables, including marketing mix 7Ps, brand equity, consumer behavior, and their effect on the dependent variable of customer choice, are discussed in this paper. The study collected 400 research questionnaires from customers at China Telecom, China Unicom, and China Mobile service centers in Chengdu using judgment and convenience non-probability sampling. Finally, the study concludes with its findings.

          China Mobile dominates both male and female segments, and most age groups, except baby boomers, are dominated by China Telecom. However, China Telecom has a relatively strong market share in the married segment. Customers prefer China Mobile with a master's degree, while customers with bachelor's degrees are evenly split between China Mobile and China Telecom. China Mobile dominates most occupation segments, except for students, whom China Telecom dominates. Middle-income customers prefer China Telecom, while high-income customers prefer China Unicom. China Telecom dominates almost every hobby, while China Unicom dominates online shopping and collection. All three operators' customers play mobile games and go online for several hours using their mobile phones daily.

          A series of hypothesis tests were conducted to determine if product, price, place, promotion, people, process, physical evidence, brand awareness, brand personal, brand identity, brand recognition, brand preference, brand loyalty, brand experience, and consumer behavior significantly influence consumer choice. The results showed that, except for brand awareness, personality, identity, preference, loyalty, experience, and behavior, all other factors did not significantly influence consumer choice in Chengdu, China.






บทความวิจัย (Research article)