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An Empirical Study on the Influencing Factors of Customer Churning Intention after Introducing Mobile Number Portability in Korea

With the introduction of Mobile Number Portability (MNP), the competition between carriers has been intense in the Korean telecommunication market, where the switching rate is active. This study has set up tasks for a contextual comparison to examine the influence on switching intention and then positively analyzed based on logit model. The results of this study are as follows. 1) Before and after the introduction of MNP, switching intention is increased and this is affected by switching cost and switching promotion. 2) After the introduction, switching intention has been different for every carrier and customer of late entrant carrier is reacted by a switching promotion factor. 3) According to customer type, the factor influencing the switching intention shows its own distinctive characteristic. This study presents the direction of a carrier's customer strategy to confront MNP effectively and suggestions with the analyzed result.