服務品質、轉換成本、顧客滿意度與顧客忠誠度之研究-電信服務業實證

A Study on Service Quality, Switching Cost, Customer Satisfaction and Customer Loyalty – An Empirical Investigation of the Telecommunication Service Industry

徐誠良(Cheng-Liang Shu)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

近年來由於經濟的成長與電信市場開放，帶動我國行動電話市場的蓬勃發展，電信服務產業成為目前熱門的產業之一。然而，電信市場競爭激烈的結果，使得行動電話市場的客戶逐漸飽合，開發新的顧客上日益困難，因此業者將重點放在現有顧客的關係管理，試圖降低顧客流失對企業帶來的衝擊。而消基會最新的滿意度調查，僅有26.7%的消費者認可業者的服務品質，顯示出業者的服務品質有提升的空間。為了提升顧客的忠誠度，企業應積極提升其服務品質影響顧客的滿意度，使之成為忠誠顧客進而創造實質利潤，以提升整體業者績效。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一探討顧客忠誠度的理論架構。以台灣地區電信服務產業之消費者為研究對象，透過問卷調查法，並以線性結構模式探討該產業中服務品質、轉換成本、顧客滿意度與顧客忠誠度之關連性。
研究發現：服務品質越好，轉換成本和顧客滿意度就會越高，以及顧客滿意度越好，則顧客忠誠度就越高，而轉換成本對顧客忠誠度無顯著影響。本研究以電信服務產業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考。

關鍵字

服務品質 ； 轉換成本 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Recently, the telecom service market grows strongly because of growing economy and the opening-up mobile industry, prospering telecom business in Taiwan. So, telecom service industry becomes one of the popular industries in the world. However, the competition among those telecoms has become more and more fierce. This causes the mobile phone users growth rate reached its peak, so it’s difficult to develop new customers. Therefore, the firms focus on the relationship of customer management, and try to reduce the damage of customer flow away. The consumer’s foundation makes the investigation of consumer satisfaction that only 26.7 percent of the consumers identify the service quality, revealing the service quality has the improvement space. To increase the consumer’s loyalty, the firm should upgrade their service quality and then influence the consumer’s satisfaction. As consumers become loyal customers, they can create profits for company and thus raise the brand performance.
This research integrated with academic books and with related references has developed a research of consumer’s loyalty and theory framework. The data, collected from the consumers in Taipei by the questionnaire investigation method, explore how service quality, switching costs, and consumer satisfaction connect with consumer loyalty by the way of LISREL linear structure.
The most significant findings are:
1. There is a significant, positive correlation between Service Quality and Switching Costs.
2. There is a significant, positive correlation between Service Quality and Consumer Satisfaction.
3. There is a significant, positive correlation between Consumer Satisfaction and Consumer Loyalty.
4. There isn’t a significant, positive correlation between Switching Costs and Consumer Loyalty.
The survey takes consumer of telecom service industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

並列關鍵字

brand strategy ； brand equity ； customer trust ； brand performance

參考文獻

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