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系統識別號 U0026-0812200913384126
論文名稱(中文) 顧客使用行動電話之滿意度與顧客忠誠度之關聯-以台南市高中(職)生為探討對象
論文名稱(英文) The research on relationships between customer satisfaction and customer loyalty in mobile service-An empirical study of students in senior high school (vocational school) in Tainan of Taiwan
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 95
學期 2
出版年 96
研究生(中文) 郭寸桃
研究生(英文) Tsun-tao Kuo
學號 R4794121
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 指導教授-蔡燿全
口試委員-許永明
口試委員-史習安
中文關鍵字 服務品質  顧客滿意度  顧客忠誠度 
英文關鍵字 Service quality  Customer satisfaction  Customer loyalty 
學科別分類
中文摘要 隨著全球電信市場的自由化,國內電信業者之間的競爭日趨激烈,在已呈現飽和的行動電話市場中,行動通訊業者如何提昇服務品質以增加顧客滿意度,進而提昇顧客忠誠度,再進而增進經營績效,成為最重要的課題。
  本研究以台南市的高中(職)生為實證研究之對象,旨在瞭解顧客在使用行動電話前對行動通訊業者所能提供之服務品質的期望程度、使用行動電話後對服務品質之知覺程度,進而探討顧客在使用行動電話服務前的期望與使用行動電話後的知覺之間是否具有差異,並且探討顧客對服務品質的期望以及對服務品質的知覺分別與顧客滿意度之間的關聯,以及顧客滿意度與顧客忠誠度之間的關聯。
  納入本研究的模式架構中的潛在變數共有五個,即使用行動電話前對服務品質的期望、使用行動電話後對服務品質的知覺、對行動電話服務品質的期望與實際知覺間的差異、顧客滿意度與顧客忠誠度。本研究採用問卷方式調查,發放了1,000份問卷,回收了935份,其中共獲得有效樣本913份。採用的研究統計方法有敍述性統計、卡方檢定、成對樣本t檢定、因素分析以及迴歸分析。茲將結果歸納如下:
一、就整體而言,在顧客使用行動電話前對服務品質的期望17個項目中,以「合理的行動電話通話費率」為最重視項目,其次是「行動電話系統之通話收訊品質全區暢通及良好」;而較不受重視的則依序為「行動電話業者的營業時間適宜」、「行動電話業者提供行動加值服務(如手機上網、圖鈴下載、單字查詢)」。
二、就整體而言,在顧客使用行動電話後對服務品質知覺的17個項目中,以「行動電話業者對個人資料能謹慎保密」為知覺最高的項目,其次是「每月電話帳單費用明細能條列清楚、正確無誤」,;而知覺程度較不高的則依序為「行動電話業者能提供24小時立即維修服務」、「行動電話業者的營業時間適宜(例假日或夜間仍繼續營業)」。
三、從行動電話使用前期望與使用後知覺之差異檢定成對樣本t檢定,我們可知顧客在使用行動電話前的期望與其使用後之知覺程度是有差距的。
四、顧客使用行動電話前期望與顧客滿意度之間的迴歸分析,「顧客所期望的服務品質」與「顧客滿意度」之間具有相關性。
五、顧客使用行動電話使用後之知覺與顧客滿意度之間的迴歸分析,「顧客實際知覺的服務品質」與「顧客滿意度」之間具有相關性。
六、顧客期望的服務品質與所知覺到的服務品質差異與顧客滿意度之間的迴歸分析,「顧客期望的服務品質與所知覺到的服務品質差異」與「顧客滿意度」之間具有相關性。
七、顧客滿意度與顧客忠誠度之間的迴歸分析,顧客對於電信業者服務品質的滿意度與其忠誠度之間具相關性。
  由以上結論可知,服務品質會影響顧客滿意度,顧客滿意度進而影響顧客忠誠度,而且顧客滿意度愈高,則顧客對行動電話業者的忠誠度也會愈高,因此行電話業者應提昇服務品質,以提高顧客滿意度來維持顧客忠誠度。
英文摘要 Following the global telecommunications liberalization tendency, the telecommunications industry in Taiwan to get into more free competitive era. How to improve the service quality in order to increase the customers’ satisfaction, and then to enhance customers’ loyalty and business benefits is becoming the most important for the telecommunications providers.
The subject of this research is cellular phone market. We take senior(vocational)high school students in Tainan as the research object to understand how customers expect telecommunications service quality before using it and how customers feel about it after the use. Then we will extract if there is any gap between the pre-transaction expectation and post-transaction perception. We will also extract the relationship between the customers’ expectation with the customers’ satisfaction, the relationship between the customers’ perception with the customers’ satisfaction, and the relationship between the customers’ satisfaction with the customers’ loyalty.
The five latent variables selected for inclusion in this model are the pre-transaction expectation, the post-transaction perception, the gap between the pre-transaction expectation with the post-transaction perception, the customers’ satisfaction and the customers’ loyalty. This research has adopted questionnaire of experiment proof study method. We have distributed out 1000 sets of questionnaires and 935 sets were returned, including 913 sets which were effective. The methods of statistical analysis used include descriptive statistics, Chi-square test, T-test , factor analysis and regression analysis. The analysis revealed the following results:
1. As a whole, among the 17 items of pre-transaction expectation in which preferential price rate is the most expectative factor; the second expectative factor is the cellular phone system’s signal quality; as for the sequence of less expectative factors in turns are suitable business hours and value-added service offered by the telecommunications providers.
2. As a whole, among the 17 items of the post-transaction perception in which to keep personal information confidential is in the first place most satisfied; the second is clear and correct list of bill; however the most unsatisfied items are the providers can offer immediate maintenance, and suitable business hours.
3. It can be seen form the T-test that there is a gap between pre-transaction expectation and post-transaction perception.
4. By means of regression analysis, it is found that the pre-transaction expectation is related to the customers’ satisfaction.
5. By means of regression analysis, it is found that the post-transaction perception is related to the customers’ satisfaction.
6. By the means of regression analysis, it is found that the gap between the pre-transaction expectation and the post-transaction perception is related to the customer satisfaction.
7. Bye the means of regression, it is found that the customers’ satisfaction is related to the customers’ loyalty.
From the above all, it shows that the telecommunications service quality will influence the customers’ satisfaction and then the customers’ satisfaction will influence the customers’ loyalty. The higher the satisfaction, the higher loyalty to telecommunications providers. Therefore, the telecommunications providers shall raise the customers’ satisfaction to enhance the customers’ loyalty.
論文目次   
目 錄………………………………………………………Ⅰ
表目錄………………………………………………………Ⅱ
圖目錄………………………………………………………Ⅳ
第一章 緒論………………………………………………1
 第一節   研究背景與動機…………………………1
 第二節   研究目的…………………………………2
 第三節   研究對象與範圍…………………………2
 第四節   研究流程…………………………………3
第二章   文獻探討……………………………………4
 第一節   服務品質相關文獻………………………4
 第二節   顧客滿意度相關文獻……………………11
 第三節   顧客忠誠度相關文獻……………………16
 第四節   服務品質、顧客滿意度與顧客忠誠度間
關係之探討………………………………17
第三章   研究方法……………………………………19
 第一節   研究架構…………………………………19
 第二節   研究變數之操作性定義…………………20
 第三節   研究假設…………………………………21
 第四節   問卷設計…………………………………22
 第五節   前測分析…………………………………24
 第六節   抽樣設計…………………………………25
 第七節   資料分析方法……………………………25
第四章   資料統計分析………………………………31
 第一節   樣本代表性檢定…………………………31
 第二節   信效度分析………………………………32
 第三節   基本敘述分析……………………………34
 第四節   因素分析…………………………………38
 第五節   迴歸分析…………………………………47
第五章   結論與建議…………………………………57
第一節   研究結論…………………………………57
第二節   對行動電話業者的建議…………………59
第三節 對後續研究者的建議……………………59
第四節 研究限制…………………………………59
參考文獻……………………………………………………61
附  錄  研究問卷……………………………………68
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