How to Encourage Customers to Use Legal Software |
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Authors: | Hung-Chang Chiu Yi-Ching Hsieh Mei-Chien Wang |
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Institution: | (1) Institute of Technology Management, National Tsing Hua University, Hsinchu, Taiwan, ROC;(2) Department of Information Management, National Central University, 300, Jhongda Rd, Jhongli, Taoyuan, ROC;(3) Graduate Institute of Technology & Innovation Management, National Chung Hsing University, Taichung, Taiwan, ROC |
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Abstract: | This study attempts to identify customer retention strategies for legal software and discusses their effectiveness for three
consumer groups (stayers, dissatisfied switchers, and satisfied switchers). Although previous studies propose several antipirating
strategies, they do not discuss how to enhance customer intentions to use legal software, which is crucial for software companies.
The authors provide four generic retention strategies developed from both antipiracy and customer loyalty literature. The
results indicate lower-pricing, legal, communication, and product strategies all enhance customer purchase intentions toward
legal software. The lower-pricing strategy is more useful for stayers and dissatisfied switchers, and the communication strategy
is most useful for dissatisfied switchers. Both the legal and product strategies have similar impacts on purchase intentions
across the three segments. From a firm perspective, a product strategy is most worthwhile and useful across all segments. |
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Keywords: | antipiracy piracy retention software stayers switchers |
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