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系統識別號 U0026-1207201322114200
論文名稱(中文) 即時交通APP之顧客滿意度與顧客忠誠度研究
論文名稱(英文) The Research of Customer Satisfaction and Customer Loyalty for Real Time Transportation Information Applications
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 101
學期 2
出版年 102
研究生(中文) 白書瑄
研究生(英文) Shu-Hsuan Pai
學號 r96001023
學位類別 碩士
語文別 英文
論文頁數 107頁
口試委員 指導教授-黃光渠
口試委員-胡大瀛
口試委員-蔡豐明
中文關鍵字 即時交通App  App  顧客滿意度  顧客忠誠度 
英文關鍵字 Real time transportation Applications  App  Satisfaction  Loyalty 
學科別分類
中文摘要 隨著智慧型手機以及行動網路不斷持續的快速成長,使用者可以利用許多小量的零碎時間,使用以及下載App來滿足他們的需求。App開發商發現到目前這樣的趨勢,因此開始將APP視為新的服務平台來提供不同加值服務提供給消費者。其中即時交通資訊App(RTTI App)為其中一種加值服務,它可以提供即時性交通資訊,也可以間接地減少空氣污染以及降低碳排放量。過去的研究指出,App很容易被消費者拋棄,將近少於5%的使用者會在30天後仍存放該App,而且也很難在眾多的App中脫穎而出,特別是免費的Apps。在過去報告中也顯示出RTTI App與其他種類的App不同,使用RTTI App時間雖然不長,但是一旦使用將會帶來價值,因此本研究希望能找出影響App顧客滿意度以及忠誠度的關鍵因素,並以RTTI App為例。這次研究將利用問卷的方式針對RTTI App做顧客滿意度和忠誠度的探討。構面中包含產品品質、服務品質以及知覺價值。結果顯示,此三個構面對於RTTI App都具有顯著的影響,其中知覺價值中的情感價值為主要顯著影響使用者持續使用RTTI App的因子,而交通資訊品質以及產品效益影響使用者較情感價值小。結果同時指出,目前App平台上的RTTI App除了準確的交通資訊是必備的條件外,應該多提供較多樣化的服務內容,才會讓使用者增加使用意願並更近一步推薦給他人使用。
英文摘要 With aids of widespread smart devices and enabling mobile networks, real time transportation information (RTTI) applications have become convenient tools for people to access free transportation information instantly. Social welfares supported by RTTI Apps as information convenience, time and energy saving, business opportunities and CO2 reduction are goals that public transportation sector, private logistics firms, and App developers intend to pursue and realize. Therefore, a systematic study of RTTI Apps is necessary of figuring out preferences of RTTI users and what are key factors affect their satisfaction and loyalty. Based on this need, a concept model of RTTI App is proposed with three dimensions, product quality, service quality and perceived value, to probe into their significance. According to the developed model, the questionnaire had been designed and surveyed to verify five hypotheses of RTTI Apps. The outcome of research indicates that all three dimensions have positive significance to satisfy and perceived value and customer satisfaction have also positive significances to loyalty. In addition RTTI App users treat acquisition value as the most important factor to select Apps and decide how long those Apps would be kept in their mobile devices. Accurate transportation information are second critical factors to affect customers’ preferences. It also indicates RTTI Apps developers or transportation service providers need to differentiate services and features for App users to download. With high satisfactory level of RTTI Apps, some users would be willing to recommend other people to try these Apps.
論文目次 摘要.................................................I
Abstract............................................II
誌謝.................................................III
Contents............................................IV
List of Figures.....................................VII
List of Tables......................................VIII
Chapter 1 Introduction..............................1
1.1 Research Background.............................1
1.2 Research Motivation.............................3
1.3 Research Objective..............................5
1.4 Research Process................................5
Chapter 2 Literature Review.........................7
2.1 Real Time Transportation Information............7
2.2 Product Quality.................................9
2.2.1 Dimensions of Product Quality.................10
2.2.2 Benefits of RTTI Apps.........................11
2.2.3 Digital Content Industry......................13
2.3 Service Quality.................................14
2.3.1 Dimensions of Service Quality.................16
2.4 Perceived Value.................................18
2.4.1 Dimensions of Perceived Value.................19
2.5 Customer satisfaction...........................22
2.5.1 Dimensions of Customer Satisfaction...........24
2.5.2 Measurements of Customer satisfaction.........26
2.6 Customer loyalty................................28
2.6.1 Dimensions of Customer Loyalty................29
Chapter 3 Research Design and Methodology...........31
3.1 Research Hypotheses.............................31
3.1.1 Relationship among product quality, service quality and customer satisfaction...........................31
3.1.2 Relationship among perceived value, customer satisfaction and customer loyalty...................33
3.1.3 Relationship between customer satisfaction and customer loyalty....................................35
3.2 Research Model..................................36
3.3 Questionnaire Design............................37
3.3.1 Product quality.............................38
3.3.2 Service quality.............................39
3.3.3 Perceived value.............................40
3.3.4 Customer satisfaction.......................41
3.3.5 Customer loyalty............................42
3.4 Data Collection and Data Analysis Procedures....43
3.5 The Result of Pretesting........................45
3.5.1 The reliability analysis of product quality 46
3.5.2 The reliability analysis of Service quality 47
3.5.3 The reliability analysis of Perceived value 47
3.5.4 The reliability analysis of Customer satisfaction ....................................................48
3.5.5 The reliability analysis of Customer loyalty..48
Chapter 4 Research results and analysis.............50
4.1.1 Data collection...............................50
4.1.2 Characteristics of Respondents................51
4.1.3 User Behavior.................................52
4.2 Descriptive Statistics Analysis.............54
4.2.1 Product quality.............................54
4.2.2 Service quality.............................55
4.2.3 Perceived value.............................56
4.2.4 Customer satisfaction.......................57
4.2.5 Customer loyalty............................58
4.3 Reliability Analysis............................58
4.3.1 Reliablity analysis of Product quality.......59
4.3.2 Reliablity analysis of Service quality........59
4.3.3 Reliablity analysis of Perceived value......60
4.3.4 Reliablity analysis of Customer satisfaction 61
4.3.5 Reliablity analysis of Customer loyalty.....61
4.4 Analysis of Individual Differences..............62
4.4.1 Gender......................................62
4.4.2 Age.........................................63
4.4.3 Occupation..................................64
4.4.4 Education...................................65
4.4.5 Monthly income..............................66
4.4.6 Frequency of monthly using RTTI Apps........67
4.5 Regression Analysis.............................68
4.6 Research Discussions............................77
4.6.1 Product quality has a significant effect on customer satisfaction........................................78
4.6.2 Service quality has a significant effect on customer satisfaction........................................78
4.6.3 Product quality has a significant effect on service quality.............................................79
4.6.4 Perceived value has a significant effect on customer satisfaction........................................79
4.6.5 Product quality, service quality and perceived quality have a significant effect on customer satisfaction..79
4.6.6 Perceived value has a significant effect on customer loyalty.............................................80
4.6.7 Customer satisfaction has a significant effect on customer loyalty....................................80
4.6.8 Most analyses of individual differences have no significant effect on each dimension................81
Chapter 5 Conclusions and Implications..............83
5.1 Research Conclusions............................83
5.2 Research Implications...........................84
5.3 Research Limitations............................88
References..........................................89
APPENDIX A. Existing RTTI Apps analysis.............96
APPENDIX B. Questionnaire...........................103
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