探討企業形象、消費價值與顧客滿意度關係性之研究?以台中市電信業者為例

A Study of the Relationships among Enterprise Image Consumption Values and Customer Satisfaction for Telecom Industry in Taichung city

葉鎧嘉(Kai-Chia Yeh)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2012年)

摘要

隨著通訊科技的日新月異，行動通訊已成為大眾日常生活中，不可或缺的習慣之一。通訊的改革，讓通訊服務從原本簡單的通話能力，轉變成多方位的應用，例如：拍照、聽音樂、收信、玩遊戲、上網、看電視、看電影…等，所有大眾需要的服務，幾乎都可以辦到。電信業者為了吸引顧客，推出不同的方案、不同的服務、不同的費率誘使顧客消費，顧客可依據自己的需求，選擇適合電信業者，甚至是電信服務，所以在激烈競爭下，滿足顧客的需求，進而達到較高的顧客滿意度，將是最重要的課題之一。

本研究主要是以電信業者作為研究的對象，採用線性模型來探討電信業之企業形象、消費價值、顧客滿意度三者之間的關聯性，調查範圍設定為台中市，並在調查後回收517份有效的樣本。實證結果表示，受訪者對於電信業的企業形象顯著影響消費價值與顧客滿意度，消費價值顯著影響顧客滿意度，企業形象透過消費價值亦顯著影響顧客滿意度。

最後透過本研究證實了企業形象、消費價值與顧客滿意度之間的關聯性，而電信業者可經由提升企業形象與消費價值，使得顧客滿意度提升，建立顧客與電信業者之間的聯繫，並提供電信業者未來改進及可能經營之方向。

關鍵字

顧客滿意度 ； 消費價值 ； 電信業者 ； 企業形象

並列摘要

Mobile communications have become indispensible to daily life with the rapid advancement of communication technology. The revolution in communication technology has enabled communications services to be transformed from basic telephonic communications into multiple functions such as cameras, music players, email, games, internet, TV, and movies. All public needs are fulfilled by these services. Telecommunication companies offer various plans, services, and rates to attract customers and encourage purchases. Customers select the most suitable telecommunications company or telecommunication services based on need. As a result, under fierce competition, satisfying customer needs to reach high levels of customer satisfaction is an important topic.

This study used telecommunications companies as subjects to investigate the correlation between the enterprise image, consumption value, and customer satisfaction for companies using a linear model. The investigation was conducted in Taichung City. A total of 517 valid questionnaires were collected. The results indicated that enterprise image was perceived by customers and significantly affected consumption value and customer satisfaction. Consumption values had a significant impact on customer satisfaction. Enterprise image also had a significant impact on customer satisfaction caused by consumption value.

Finally, our study has verified the correlation among enterprise image, consumption values, and customer satisfaction. Telecommunications companies can improve enterprise image and consumption values to enhance customer satisfaction and establish a relationship with them. We also provided direction for telecommunication companies to improve service and operations.

並列關鍵字

Customer Satisfaction ； Consumption Values ； Enterprise Image ； Telecom Industry

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