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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/34141
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| Title: | 服務品質、服務價值、顧客滿意度與行為意向之關係研究―以國內網路電話服務為例 |
| Other Titles: | A study on relationships among service quality, service value, customer satisfaction and behavior intention : the case of Taiwan internet telephony services |
| Authors: | 曾瀅霖;Tzeng, Ying-ling |
| Contributors: | 淡江大學資訊管理學系碩士班
謝順金;Hsieh, Shun-chin |
| Keywords: | 網路電話;服務品質;服務價值;顧客滿意度;顧客行為意向;Internet Telephony;Service Quality;Service Value;Customer Satisfaction;Behavior Intention |
| Date: | 2006 |
| Issue Date: | 2010-01-11 04:57:54 (UTC+8) |
| Abstract: | 在競爭激烈的網路電話市場中，提升服務水準，進而增進顧客滿意度與顧客正面行為意向是業者必須重視的課題。本研究目的在探討網路電話之「服務品質」、「服務價值」及「顧客滿意度」等因素對「行為意向」的影響，與瞭解因素間的關係模式，並試圖引用Cronin, Brady & Hult（2000）等人所提出的實證模式為依據，驗證此研究架構是否適用於網路電話服務。本研究以具有網路電話使用經驗的使用者為研究對象，採用網路問卷與人員發放紙本問卷進行調查，網路問卷有202份有效問卷，紙本問卷有58份有效問卷，總計回收260份有效問卷，並利用線性結構關係法(LISREL)作資料分析。
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」. |
| Appears in Collections: | [資訊管理學系暨研究所] 學位論文
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