服務品質對於顧客滿意度與顧客忠誠度之影響 : 以中華電信為例

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Title:	服務品質對於顧客滿意度與顧客忠誠度之影響 : 以中華電信為例
Other Titles:	The impact of service quality on customer satisfaction and customer loyalty : the case of Chunghwa Telecom
Authors:	陳夙怡;Chen, Su-Yi
Contributors:	淡江大學企業管理學系碩士在職專班楊立人
Keywords:	服務品質;滿意度;忠誠度;Service Quality;satisfaction;Customer Loyalty
Date:	2015
Issue Date:	2016-01-22 14:54:10 (UTC+8)
Abstract:	在競爭市場的壓力下，電信公司為了改善顧客滿意度和增加客戶忠誠度，服務品質是必要的。因此，此研究的主要目的在於調查中華電信服務品質、顧客滿意度、和顧客忠誠度的關聯性。此外，此研究也探討在服務品質和顧客忠誠度中擔任著周旋腳色的顧客滿意度。研究資料蒐集於2015年三月到四月間。分析了共351份有效問卷。研究結果如下所示： 1.服務品質對客戶滿意度有著正向的重要影響 2.顧客滿意度對顧客忠誠度有著極大的貢獻 3.服務品質和顧客忠誠度是相關的 4.顧客滿意度在服務品質和顧客忠誠度的關係中有著調停的效果 Service quality is a necessity for a telecommunication company to improve customer satisfaction and increase customer loyalty in the face of market pressures. Thus, the primary objective of this research was to investigate the associations among service quality, customer satisfaction and customer loyalty for Chunghwa Telecom. In addition, this study also explored the mediating role of customer satisfaction in the relationship between service quality and customer loyalty. The data were collected between March and April 2015. A total of 351 valid questionnaires were analyzed. The results of this study are as follows: 1. Service quality has a significant positive influence on customer satisfaction. 2. Customer satisfaction contribute significantly to customer loyalty. 3. Service quality is associated with customer loyalty 4. Customer satisfaction has a mediating effect in the relationship between service quality and customer loyalty.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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