本研究結果顯示： 1.服務品質對服務價值有正向的影響。服務品質中的「易用性」、「可靠/品質」、「隱私/安全」對服務價值有正向影響。其中以「可靠/品質」對服務價值影響力最高，其次為「易用性」、「隱私/安全」。 2.服務品質對顧客滿意度有正向的影響。服務品質中的「可靠/品質」對顧客滿意度有正向影響。 3.服務品質對顧客行為意向有正向的影響。 (1)服務品質中的「可靠/品質」對行為意向中的「忠誠」有正向影響。 (2)服務品質中的「易用性」、「可靠/品質」、「隱私/安全」對行為意向中的「付出」有正向影響，其中以「隱私/安全」對「付出」影響力最高，其次為「可靠/品質」、「易用性」。 4.服務價值對顧客滿意度有正向的影響。 5.服務價值對行為意向有正向的影響。服務價值對行為意向中的「忠誠」有正向影響。 6.顧客滿意度對行為意向有正向的影響。顧客滿意度對行為意向中的「付出」有正向影響；而顧客滿意度對行為意向中的「忠誠」無顯著影響。 In the internet telephony market with keen competition, increasing the service quality and the customer satisfaction to increase customer’s positive behavior intention has become a significant issue for all internet telephony operators .The goal of our study is to analyze the relationships among service quality, service value, customer satisfaction and behavior intention for internet telephony services.Also, this study attempt to quote the Comprehensive model raised by Cronin, Brady and Hult (2000) as the basic research frame, to prove whether the frame fits Internet Telephony Services. Based on the paper-based and web-based questionnaires, the study has accepted 260 effective responses from people who have tried to use the internet telephony services before. The questionnaires collected are processed by LISREL for further analysis.
The study results reveal that： 1.The service quality is positive relation to the service value, and the「reliable / quality」has the most influence to the service value, the other influence sequence in order is the 「ease of use」and「privacy/security」. 2.The service quality is positive relation to the customer satisfaction, and the 「reliable / quality」is positive relation to the customer satisfaction. 3.The service quality is positive relation to the customer ‘s behavior intention. (1)The 「reliable / quality」is positive relation to the「loyalty」. (2)The 「privacy/security」has the most influence to the「pay more」, the other influence sequence in order is the「reliable / quality」and「ease of use」. 4.The service value is positive relation to the customer satisfaction. 5.The service value is positive relation to the behavior intention, and the service value is positive relation to the「loyalty」. 6.The customer satisfaction is positive relation to the customer ‘s behavior intention, and the customer satisfaction is positive relation to the「pay more」.
