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    Title: 轉換成本對顧客滿意度與顧客忠誠度關係影響之研究-以電信業為例
    A Study on Switching Cost, Customer Satisfaction, and Customer Loyalty-An Example in Telecommunication Industry
    Authors: 廖健聰
    Liao, Chien Tsung
    Contributors: 賴士葆
    廖健聰
    Liao, Chien Tsung
    Keywords: 轉換成本
    顧客滿意度
    顧客忠誠度
    電信業
    Switching Cost
    Customer Satisfacton
    Customer Loalty
    Telecommunication Industry
    Date: 2005
    Issue Date: 2009-09-11 17:00:39 (UTC+8)
    Abstract: 台灣行動通信市場自從1997年開放自由競爭以來，市場發展迅速，到2003年用戶數到達最高峰，共2,509萬戶，普及率達111%，但2004年以來用戶數即出現下降趨勢，市場呈現飽和現象。在這樣競爭的環境下，各電信業者勢必要想辦法保有自己公司的忠誠顧客，並努力促成其他業者的顧客轉換過來，藉此來提高或維持自己的市場佔有率與獲利。

    因此本研究由顧客滿意度和顧客忠誠度出發，研究滿意度對忠誠度的關係，並導入轉換成本之概念，研究轉換成本對忠誠度之影響，並探討轉換成本對於滿意度與忠誠度之間關係的干擾效果。

    本研究以電信業為例，針對台北市使用2G、3G行動通訊服務之消費者進行研究，以便利抽樣之方式，在三大商圈共發放300份問卷，並回收有效問卷159份，經統計資料分析，本研究發現：

    (1) 顧客滿意度對顧客忠誠度具有正向關係。
    (2) 轉換成本對顧客忠誠度具有正向關係。
    (3) 顧客滿意度與忠誠度間之關係，會受到轉換成本之影響。

    根據上述之結論，本研究建議電信業者可藉由提升特定項目之滿意度，來創造顧客忠誠，並靈活運用轉換成本之概念，藉由提高財務轉換成本，以降低舊客戶轉換到其他業者的意願；另一方面則創造比同業更低的程序轉換成本和不確定性成本，讓其他業者之用戶在考慮轉換過來時，不會面臨到很大的轉換成本。
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    劉世鼎(2005)，「遙距臨場感對網路服務品質及網路忠誠度的影響」，國立政治大學企業管理研究所碩士論文。
    闕山晴(2002)，「顧客滿意度與忠誠度之研究－以西式速食業為例」，國立台灣科技大學管理研究所在職學成碩士班碩士論文。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    93355017
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0933550171
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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