行動通訊軟體服務創新、顧客滿意度及忠誠度之研究－以LINE為例

A study on service innovation, customer satisfaction and loyalty for mobile communication software－ The case of LINE

柴康偉(Kang-Wei Chai) ； 蔡爭岳(Cheng-Yueh Tsai) ； 謝佳真(Hsieh, Chia-Chan)

《管理資訊計算》 7卷2期 (2018/09) Pp. 146-155

https://doi.org/10.6285/MIC.201809_7(2).0012

摘要

由於科技的進步突飛猛進及建構寬頻網路環境的完備下，人與人之間的溝通管道有了更多新奇的選擇，在幾乎人手一機智慧型手機當道的通訊軟體上，如今已演變成為現代人生活中必備的溝通、討論或分享的重要一環，甚至可能會影響到人際關係的問題，如何藉由持續性的服務創新來提高顧客的滿意度，並在良好的顧客滿意度情況下來強化顧客的忠誠使用度，這對於增加通訊軟體的活躍用戶人數將有莫大的助益。因此，本研究以台灣使用者在智慧型手機上最愛的LINE做為主要探討的app通訊軟體，來了解大專院校學生對於LINE之「服務創新」的看法，是否對於其「顧客滿意度」以及「忠誠度」等構面間有所影響。首先，將針對大專院校學生基本的人口統計變項在LINE之「服務創新」、「顧客滿意度」及「忠誠度」等三大構面上的差異性做一確認，再透過簡單迴歸分析法來檢驗大專院校學生對於LINE之「服務創新」與「顧客滿意度」兩構面間之影響性，以及其LINE之「顧客滿意度」與「忠誠度」兩構面間的影響性。研究結果發現：（1）性別及每日所花費在LINE通訊軟體上的時間長短，兩個人口統計變項，對於研究中所提三大構面的影響性是最大且顯著；（2）LINE之「服務創新」對「顧客滿意度」，及LINE之「顧客滿意度」對「忠誠度」兩關係上均呈現顯著的正向相關性，而前者的標準化相關係數（0.745）是小於後者（0.943）。期能藉由本研究在各構面問項之排序及顯著性的分析與結果，做為廠商日後在LINE之服務創新上的參考，以及提升其顧客滿意度與忠誠度的方向。

關鍵字

服務創新 ； 顧客滿意度 ； 忠誠度

並列摘要

With the rapid information technology (IT) development and the perfect internet equipped with full functions, there are many choices in human communication. Nowadays everyone almost owns a smart phone and use its communication software; it has become an important tool in communicating, discussing or sharing with other persons. And it may also even affect interpersonal issues. It has a great help to increase the number of active users of communication software by increasing customer satisfaction through continuous service innovation and then further strengthening customer loyalty. Therefore, this study focuses on the LINE that is the favorite communication software for Taiwanese users. By the way, we explore the college students' viewpoints on service innovation of LINE whether have an impact on the relationship between customer satisfaction and loyalty. This study first examined the differences in the three different facets, such 'service innovation', 'customer satisfaction', and 'loyalty' about LINE, from the demographic variables, and then used a simple regression analysis to examine the impact on the relationship between service innovation and customer satisfaction and the relationship between customer satisfaction and loyalty on LINE for college students. The results show that: (1) two demographic variables, such as gender and the amount of spending time on LINE communication software every day, have significant influences on the three major aspects mentioned in this study; (2) there are significant positive correction on the relationship between service innovation and customer satisfaction, and the relationship between customer satisfaction and loyalty, the former’s standardized correlation coefficient (0.745) is smaller than the latter’s one (0.943). We expect that the ranking, and the empirical results in items of each dimensions can be used as a reference on service innovation of LINE to improve its customer satisfaction and loyalty for the company.

並列關鍵字

Service Innovation ； Customer Satisfaction ； Loyalty

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