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系統識別號 U0026-0812200914124210
論文名稱(中文) 探討行動通訊服務之服務品質、知覺價值、滿意度與忠誠度之間的關係─以轉換成本為干擾變項
論文名稱(英文) Relationships among Service Quality, Perceived Value, Satisfaction, and Loyalty of Mobile Telecom Services-Switching Cost as a Moderator
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 96
學期 2
出版年 97
研究生(中文) 鄭麗婷
研究生(英文) Li-Ting Cheng
電子信箱 dogdog1105ck@gmail.com
學號 r9695103
學位類別 碩士
語文別 中文
論文頁數 95頁
口試委員 指導教授-陳勁甫
口試委員-蔡東峻
口試委員-蔡明志
口試委員-溫傑華
中文關鍵字 顧客滿意度  知覺價值  顧客忠誠度  服務品質  轉換成本  行動通訊服務 
英文關鍵字 Satisfaction  Perceived Value  Service Quality  Loyalty  Switching Cost  Mobile Telecom Services 
學科別分類
中文摘要 行動電話服務占總電信服務營收比例有不斷提升的趨勢,因此未來行動電話服務必定為電信公司之經營重心。由於電信市場已趨飽和,行動通訊系統業者在尋找新客戶之餘,更應思考如何留住舊有的客戶,因此如何提升顧客忠誠度對各家業者乃為當務之急。本研究主要探討行動電話市場中服務品質、知覺價值、滿意度與忠誠度之間的因果關係,其中服務品質特別區分互動服務品質與核心服務品質之差異。此外,以轉換成本為干擾變項,探討轉換成本對關係模式之影響差異。
本研究以有效回收問卷315份為樣本資料,並以轉換成本問項平均數列取其中位數,將樣本資料分為高、低轉換成本族群,因此本研究包含三個模式:整體模式、低轉換成本族群模式以及高轉換成本族群模式,並分別以結構方程模式(SEM) 探討各研究變數間之線性關係。研究結果顯示:(1)互動品質對知覺價值以及滿意度有直接影響效果;(2)核心品質會正向影響知覺價值,但僅會以知覺價值為中介變項對滿意度產生間接影響效果;(3)知覺價值會正向影響滿意度,且知覺價值與滿意度皆會正向直接影響忠誠度;及(4)有關轉換成本之干擾效果,在低轉換成本情況下,互動品質對知覺價值的影響不顯著;在高轉換成本下,滿意度並不會直接影響忠誠度。
英文摘要 There has been a growing trend of revenue share of mobile telecom services within total revenue of a telecom. Although mobile telecom services have become core business of telecom companies, how to not only attract new subscribers but also retain existing subscribers is the challenge telecom companies confront under the circumstance of gradually saturated market. To raise customer loyalty is one of important tasks to resort. This paper centers on exploring the relationships between service quality, perceived value, satisfaction and loyalty. Furthermore, the measurement of service quality is differentiated into two components: relational quality and core quality. The moderating effect of switching cost is also taken into account in the relationship model.
Data were separated into two parts by switching cost. Three models are include in this study: integral model, low level switching cost model and hing level switching cost model. Using structural equation modeling techniques to empirically estimate the relationship model, main results reveal that (1) relational quality has positive direct effects on perceived value and satisfaction, (2) core quality has positive direct effect on perceived value, but only indirect effect on satisfaction, (3) perceived value has positive direct effects on satisfaction and loyalty; satisfaction has positive effect on loyalty., (4) the moderating effect of switching cost is partially evident.
論文目次 第一章 緒論....... ...............................1
1.1 研究背景與動機 ...............................1
1.2 研究目的.....................................5
1.3 研究範圍與對象 ...............................5
1.4 研究流程.....................................6
第二章 文獻探討..................................9
2.1 服務品質.....................................9
2.1.1 服務品質的定義.............................9
2.1.2 服務品質的衡量構面........................10
2.1.3 服務品質於電信市場之相關研究..............14
2.2 顧客知覺價值...............................18
2.2.1 知覺價值定義 ..............................18
2.2.2 知覺價值衡量構面..........................19
2.3 顧客滿意度..................................19
2.3.1 顧客滿意度定義............................19
2.3.2 滿意度衡量構面............................20
2.4 顧客忠誠度..................................21
2.4.1 顧客忠誠度定義............................21
2.4.2 顧客忠誠度衡量構面........................22
2.5 轉換成本...................................23
2.5.1 轉換成本的定義............................23
2.5.2 轉換成本的衡量構面........................24
2.6 構面間的關係................................25
2.6.1 服務品質與顧客知覺價值的關係..............25
2.6.2 服務品質與顧客滿意度的關係................26
2.6.3 顧客知覺價值與顧客滿意度的關係............27
2.6.4 顧客知覺價值與顧客忠誠度的關係............27
2.6.5 顧客滿意度與顧客忠誠度的關係..............28
2.6.6 轉換成本之干擾效果........................29
第三章 研究方法.................................30
3.1 研究架構與研究假設..........................30
3.2 變數操作型定義與衡量問項...................32
3.2.1 互動品質操作型定義與衡量問項..............32
3.2.2 核心品質操作型定義與衡量問項..............32
3.2.3 知覺價值操作型定義與衡量問項..............33
3.2.4滿意度操作型定義與衡量問項.................33
3.2.5 顧客忠誠度操作型定義與衡量問項............34
3.2.6 轉換成本操作型定義與衡量問項..............34
3.3 問卷設計....................................35
3.4 資料蒐集方法...............................36
3.4.1 母體界定..................................36
3.4.2 抽樣方法..................................36
3.5 資料分析方法................................37
3.5.1 敘述性統計分析............................37
3.5.2 變異數分析................................37
3.5.3 因素分析..................................37
3.5.4 信、效度分析 ..............................38
3.5.5 結構方程模式分析..........................39
第四章 資料分析結果.............................40
4.1 敘述性統計分析..............................40
4.1.1 行動通訊服務使用狀況分析..................40
4.1.2 受測者基本資料............................42
4.2 主要研究變項之構面因素萃取與信度分析........43
4.2.1 互動品質因素分析與信度分析................44
4.2.2 核心品質因素分析與信度分析................45
4.3.3知覺價值因素分析與信度分析.................47
4.3.4 滿意度因素分析與信度分析..................48
4.3.5 忠誠度因素分析與信度分析..................49
4.3.6 轉換成本因素分析與信度分析................50
4.3 研究變項之特性分析與單因子變異數分析........52
4.3.1 互動品質..................................52
4.3.2 核心品質..................................53
4.3.3 知覺價值..................................55
4.3.4 滿意度....................................56
4.3.5 忠誠度....................................57
4.3.6 轉換成本..................................58
4.4 測量模式分析................................61
4.4.1 測量模式之適配度評鑑......................61
4.4.2 測量模式之信度分析........................62
4.4.3 測量模式之效度分析........................64
4.5 結構模式分析................................65
4.5.1 模式一:整體模式..........................65
4.5.2 模式二 (低轉換成本).......................68
4.5.3 模式三 (高轉換成本).......................70
4.5.4 轉換成本之干擾作用........................71
第五章 結論與建議...............................73
5.1 研究結論....................................73
5.1.1 整體結果..................................73
5.1.2轉換成本的干擾效果.........................75
5.2 實務上的建議................................76
5.3 研究限制及後續研究建議......................79
5.3.1 研究限制..................................79
5.3.2 後續研究建議 ..............................80
參考文獻........................................81
網站部份........................................81
中文部份........................................81
英文部分........................................82
附錄 正式問卷 ..............................93
參考文獻 網站部份
1. 中華電信 http://www.cht.com.tw/
2. 台灣大哥大 http://www.taiwanmobile.com/
3. 國家通訊傳播委員會(NCC) http://www.ncc.tw/
4. 資策會FIND 網站http://www.find.org.tw/find/home.aspx?page=manyandid=128
5. 遠傳電信 http://www.fareastone.com.tw/
6. 威寶電信 http://www.vibo.com.tw/
7. 亞太電信 http://www.apbw.com/
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