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Title:	電信商提供適地性服務對消費者服務品質、顧客滿意度和顧客忠誠度的影響-以中華電信為例
Authors:	陳宛渝 Chen,Wan Yu
Contributors:	吳豐祥陳宛渝 Chen,Wan Yu
Keywords:	電信商適地性服務服務品質顧客滿意度顧客忠誠度 telecommunication oprators location-based service service quality customer satisfaction customer loyalty
Date:	2011
Issue Date:	2012-10-30 11:43:40 (UTC+8)
Abstract:	3G 行動網路的發展和智慧型手機銷售量的大幅成長之助力下,使得全球適地性服務進入多元化的發展階段。而處於萌芽期的台灣適地性服務市場,近年來,隨著傳統語音服務業務的飽和,電信商紛紛希望藉由提供行動加值服務開創新的商機,於是行動加值服務中的適地性服務成了新的發展契機。本研究認為適地性服務亦屬於服務的一類,但與一般實體服務業、線上購物的服務類型有所差異,故選擇以消費者直接接觸的電信商提供之適地性服務軟體為研究對象,探討服務品質、顧客滿意度、顧客忠誠度的影響及其關係。以中華電信為研究對象,針對曾經參與適地性服務軟體開發的人員進行深度訪談,並根據質性研究的結果設計量化問卷及建立假設。本研究將問卷連結張貼於電子佈告欄系統的相關討論區,共取得 253 份有效問卷,以 SPSS19.0 軟體進行資料統計分析,驗證假設並提出研究發現與結論建議。本研究得到以下的主要結論: 一、消費者在服務品質之感受程度,與電信商的關鍵資源和關鍵流程有關二、服務品質對於顧客滿意度具有顯著影響,且不同要項之影響效果不同三、服務品質對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同四、顧客滿意度對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同五、服務品質、顧客滿意度對於顧客忠誠度具有顯著影響,且顧客滿意度的影響效果較高 Recently, the development of 3G mobile networks and the huge growth of smartphone, Location-based service has diverse application. In Taiwan, with the saturation of traditional voice service, oprators hope to find new opportuneities by providing mobile value-added service so Location-based service in the mobile value-added service has become a new direction of development. This study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty of Location-based services providing from oprators. Chunghwa Telecom is the main case for this study. This study obtains information by using both qualitative and quantitative research methods: in-depth interview and online survey. In the part of qualitative interview, interviewees are those participants who have been involved in the development of Location-based service in Chunghwa Telecom. As for the part of online survey, this study uses SPSS 19.0 software to analyze 253 valid questionnaires from PTT, the largest bulletin board system in Taiwan. After analyzing, this study comes to the following conclusions: 1. The key resources and key processes of the oprators affect the feelings of the consumers` service quality. 2. A significant relationship exisits between service quality and customer satisfaction, and different items have the different degree of influence. 3. A significant relationship exisits between service quality and customer loyalty, and different items have the different degree of influence. 4. A significant relationship exisits between customer satisfaction and customer loyalty, and different items have the different degree of influence. 5. A significant relationship exisits among service quality, customer satisfaction and customer loyalty, and customer satisfaction have a higher degree of influence on customer loyalty than service quality. 摘要 II ABSTARCT III 表目錄 VI 圖目錄 VIII 第壹章緒論 1 第一節研究背景與動機 1 第二節研究目的與研究問題 4 第三節研究流程 5 第貳章文獻探討 7 第一節適地性服務 7 第二節商業模式 15 第三節服務品質 18 第四節顧客滿意度 24 第五節顧客忠誠度 27 第六節小結 30 第參章研究方法 31 第一節研究架構 31 第二節研究變數說明 32 第三節研究假設 33 第四節研究方法 35 第五節研究限制 37 第六節問卷設計 38 第七節統計分析方法 42 第肆章質化研究結果 44 第一節質化訪談背景 45 第二節中華電信適定性服務商業模式的建構 46 第伍章量化分析結果 52 第一節樣本分析 52 第二節敘述性統計分析 55 第三節中位數檢定 57 第四節因素分析與信度檢定 60 第五節相關性分析 66 第六節迴歸分析 67 第七節問卷研究之假設驗證 74 第陸章研究發現與討論 75 第柒章研究結論與建議 84 第一節研究結論 84 第二節研究建議 87 第三節研究貢獻 89 第四節後續研究的建議 90 參考資料 92 附錄 101 附錄一、質化訪談大綱 101 附錄二、問卷內容 102
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Description:	碩士國立政治大學科技管理研究所 99359004 100
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0099359004
Data Type:	thesis
Appears in Collections:	[Graduate Institute of Technology and Innovation Management] Theses

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