行動通訊服務業顧客滿意度與顧客忠誠度之研究

A Study on the Customer Satisfaction and Customer Loyalty in Mobile Phone Service Industry

陳依敏(Yi-Min Chen)

指導教授 ： 陸海文

崑山科技大學/商業管理學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6828/KSU.2005.00002

摘要

本研究針對台南地區使用行動通訊服務之顧客進行問卷調查，經由因素分析萃取出四個因素構面，探討顧客滿意度與顧客忠誠度之關係，與行動通訊服務業之顧客滿意度及顧客忠誠度情形。以敘述性統計、因素分析、信度分析、相關分析與馬可夫鏈轉移矩陣等方法進行資料分析。研究顯示，中華電信通訊品質滿意度與長期市場占有率最高，適合品質導向與市場擴張之行銷策略；台灣大哥大顧客便利性與通訊品質滿意度最高，長期市場占有率較低，適合顧客化導向、品質導向，與快速滲透之行銷策略；遠傳電信溝通管道滿意度最高，長期市場占有率較低，適合服務導向與快速滲透之行銷策略；和信電信價格與顧客權益滿意度最高，長期市場占有率為第二，適合經濟實惠導向與延伸使用之行銷策略；泛亞電信價格與顧客權益滿意度最高，長期市場占有率為中等，適合經濟實惠導向與擴大滲透率之行銷策略。顧客滿意度與顧客忠誠度呈正向關係，各家行動通訊服務業者可根據上述建議之行銷導向發展行銷策略，提升顧客滿意度，使顧客忠誠度增加，提高市場競爭力。

關鍵字

顧客滿意度 ； 行動通訊服務業 ； 顧客忠誠度

並列摘要

The study investigated the customers who use mobile phone service in Tainan city by questionnaire survey, extracted four factors by factor analysis, studied the relationships between customer satisfaction and customer loyalty, and to probe into the customer satisfaction and customer loyalty in mobile phone service industry. According to descriptive statistics, factor analysis, reliability analysis, correlation analysis and Markov chain transition matrix, the results show: Chunghwa Telecom has the highest communication quality satisfaction and long-term market share, suitable for quality oriented and market expansion strategy. Taiwan Cellular Corp. has the highest customer convenient satisfaction, highest on-line quality, and lower long-term market share, ideal for customized oriented, quality oriented and rapid-penetration strategy. Far EasTone has the highest communication channel satisfaction, and lower long-term market share, best for service oriented and rapid-penetration strategy. KG Telecom has the highest price and customer equity satisfaction, and suboptimal long-term market share, applicable for economical oriented and extension use strategy. TransAsia Telecom has the highest price and customer equity satisfaction, and median long-term market share, applicable for economical oriented and increase penetration strategy. The correlation analysis indicated that the customer satisfaction and customer loyalty have positive relations. Each mobile phone service provider should develop marketing strategy according to the above survey report to promote customer satisfaction, further customer loyalty, and increase market competent.

並列關鍵字

Customer Loyalty ； Mobile Phone Service Industry ； Customer Satisfaction

參考文獻

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