電信公司行動通信服務品質、客戶滿意度與忠誠度關係之研究

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/111180

Title:	電信公司行動通信服務品質、客戶滿意度與忠誠度關係之研究
Other Titles:	A study on the relationships of service quality, satisfaction and loyalty of telecommunication companies
Authors:	莊璨華;Chuang, Tsan-hua
Contributors:	淡江大學資訊管理學系碩士班吳錦波;Wu, Jiin-Po
Keywords:	行動通信;服務品質缺口;客戶滿意度;客戶忠誠度;mobile communication;Service Quality Gap;Customer Satisfaction;Customer Loyalty
Date:	2016
Issue Date:	2017-08-24 23:46:00 (UTC+8)
Abstract:	在行動通信競爭激烈下，服務品質成為各電信公司爭取客戶之關鍵成功因素，每一家電信公司均不遺餘力地思索如何爭取客戶，並維持客戶，最好的策略，就是提供良好的服務品質。本研究根據PZB的服務品質缺口模型，探討客戶期望和知覺的服務品質缺口。採調查研究法，以台灣行動通信服務的使用者為研究對象，利用網路問卷填答，收集到492份有效樣本，並以偏最小平方法進行相關假說之驗證，並依照客戶期望水準不同，分別計算服務品質缺口。研究結果顯示，客戶對服務的期望越高，則客戶滿意度越低；客戶實際感受績效越高，則滿意度越高；客戶滿意度越高則客戶忠誠度越高。期望服務水準在期望得到之下有較好的解釋力，客戶期望服務在期望得到的水準中，以可靠性的差距最大。當客戶期望服務在最低要求水準中，只有在確實性中，感受到的低於最低要求。多群組分析結果說明了本研究可適用到行動通信任何一家電信公司。本研究將討論及分析上述研究之各項影響及管理上之意涵，作為電信業者參考依據。 Under fierce competition of mobile communication, the service quality becomes the key factor for telecom corporations to acquire customers successfully. Every telecom corporation exerts no effort in thinking about how to acquire and maintain customers. The best solution is to provide high quality of service. The study explores the gap of the service quality expected by customer and the service quality perceived by customer based on the service quality gap model proposed by scholar PZB et al. It adopts survey research method and takes the users who have used mobile communication service in Taiwan as the subjects. With online questionnaire survey, it collects 492 valid samples in total. Moreover, it validates the related hypotheses with partial least square method, and calculates the service quality gap respectively based on different levels of customer expectation. As shown in the study results, the higher the customer expectation towards the service is, the lower the customer satisfaction will be. The higher the performance actually felt by the customer is, the higher the customer satisfaction will be. The higher customer satisfaction is, the higher the customer loyalty will be. The expected service level has good explanatory ability among those that are desired to obtain. Among the expected level of the service expected by the customer, the reliability shows the greatest gap. When the service expected by the customer is below the adequate requirement, the service actually felt is lower than the adequate requirement only under assurance. The multi-group analysis results indicate the study is applicable to any telecom corporation of mobile communication. The study will discuss and analyze the influence of above research and the significance on management, which can service as reference for telecom operators.
Appears in Collections:	[Graduate Institute & Department of Information Management] Thesis

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