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系統識別號 U0026-0812200913593921
論文名稱(中文) 行動電話費率方案轉換行為之研究
論文名稱(英文) A Study of Customer Switching Behavior toward Rate Plan in Mobile Service Industry
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 95
學期 2
出版年 96
研究生(中文) 李亭樟
研究生(英文) Ting-Chang Lee
電子信箱 rosemaryl@hotmail.com
學號 R0794141
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-蔡東峻
召集委員-李奇勳
口試委員-陳勁甫
中文關鍵字 顧客忠誠度  使用量  滿意度  轉換型態  行動電話  費率方案  轉換動機 
英文關鍵字 mobile service industry  usage  rate plan  switching motivation  switching pattern  customer satisfaction 
學科別分類
中文摘要 隨著台灣行動電話市場的飽和,各家業者已逐漸將焦點從吸引新用戶申辦門號轉移至提昇顧客忠誠度為主,業者為了提昇用戶的忠誠度,近來紛紛推出新的月租費率方案。行動電話費率轉換行為成為目前電信業者非常重視的課題。
本研究針對不改變行動電話業者情況下轉換費率的消費者,探討其行動電話費率轉換動機、轉換後滿意度、使用量以及顧客忠誠度之關係。研究結果顯示(1) 行動電話費率轉換動機對使用量與滿意度有顯著影響,但行動電話轉換滿意度與使用量彼此之間並沒有顯著關係。(2) 不同轉換型態在滿意度上有顯著差異。(3) 使用量、滿意度分別對顧客忠誠度有顯著影響。
英文摘要 Because the growth of the mobile service industry in Taiwan has been decreasing, mobile service providers have switched their focuses from attracting new subscribers to enahancing existing subscribers' loyalty. Offering various types of new rate plans has become one of the most popular progrmas to keep their existing subscribers from switching. However, whether such a program is effective to build customers’ satisfaction and loyalty is a critical issue.
To address the above-mentioned issue, this paper examines the relationships among switching motivation, switching pattern, usage volume, customer satisfaction and loyalty of subscribers who switch the rate plan in the same mobile provider. This study finds that switching motivation is related to the subscribers' usage volume and satisfaction; but usage volume is not realted to customer satisfaction. The result also indicates a significant and positive association between switching pattern and customer’s satisfaction. In addition, both usage volume and customer satisfaction can enhance customer loyalty.
論文目次 第一章 緒論……………………………………1
第一節 研究背景………………………………1
第二節 研究動機………………………………3
第三節 研究目的………………………………4
第四節 研究步驟………………………………5

第二章 文獻探討………………………………6
第一節 行動電話費率轉換行為………………6
第二節 轉換動機………………………………11
第三節 顧客忠誠度……………………………18
第四節 滿意度及其對顧客忠誠度的影響……20
第五節 使用量及其對顧客忠誠度的影響……22
第六節 動機及其與滿意度、使用量的關係…23

第三章 研究方法………………………………26
第一節 研究架構………………………………26
第二節 問卷設計與研究變數之定義及衡量…29
第三節 研究對象及資料蒐集方法……………32
第四節 資料分析工具與方法…………………33

第四章 資料分析與結果………………………36
第一節 樣本描述………………………………36
第二節 信度分析………………………………40
第三節 敘述性統計 ……………………………42
第四節 研究假設之驗證分析…………………44
第五節人口統計變數及其它變數之影響………50

第五章 結論與建議……………………………54
第一節 研究結論………………………………54
第二節 管理上的意涵…………………………56
第三節 研究限制與後續研究建議……………57
參考文獻…………………………………………58
附錄:問卷………………………………………62
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