行動電話顧客滿意度與忠誠度關聯之研究－以大台北高中（職）生為例

Customer Satisfaction and Loyalty-Senior High (Vocational) School Student within Taipei Area as an Example

溫淑戀(Shu-Lien Wen) ； 李賢哲(Hsien-Che Lee)

《大同大學通識教育年報》 2期 (2006/01) Pp. 327-362

https://doi.org/10.6514/TJGE.200601_(2).0015

摘要

隨著全球電信自由化的趨勢，國內電信業開始進入自由競爭的時代，特別在趨於飽和的行動電話市場開放後幾年，各業者已警示到客戶的重要性，以及消費者年齡層逐年下降趨勢，因此，增加客戶的行銷手法，就是在目標族群向下扎根，了解客戶並滿足客戶的需求，提高忠誠度進而增加市場占有率。本研究以競爭激烈的行動電話市場為探討的主題，研究業者如何在有限的市場中建立持續的競爭優勢。我們以高中（職）生為研究對象，試著透過高中（職）生在使用行動電話前的預期以及使用後的感受，萃取出不滿意因素，運用統計方法分析不滿意因素對整體滿意度之影響，並進而探討顧客整體滿意度與忠誠度之關係。本研究所提出的三個假設實證後均成立，可作為業者將來制定行銷決策時之參考。研究結果發現：一、就整體而言，使用前預期20個項目中，以帳單明細條列清楚、正確無誤為最重要因素，行動電話系統之收訊音質名列第二；而較不受重視的依序為電信業者之廣告促銷活動及顯示消費者之品味及服務人員總是衣著得體、儀容整潔等。二、就整體而言，使用之後的感覺20個項目中，以電信公司對個人資料的保密程度，最為滿意，其次是服務人員的專業素養，第三滿意順位才是帳單明細條列清楚、正確無誤；最不滿意的項目為買行動電話門號綁手機之優惠套餐活動及電信業者提供行動加值服務。因此，從研究中發現，高中（職）生在行動電話使用前的預期與使用後的感受是有差距。三、在552個觀測值中，本研究透過行動電話使用前的預期與使用之後的感受，找出19個不滿意的成分，透過Pearson相關分析，發現其與整體滿意度具相關性。四、本研究從19個不滿意成分中，萃取四個不滿意因素，分別命名為「價格導向」、「服務功能」、「專業與便利性」及「企業形象」等因素。其中，價格導向及企業形象兩個因素與整體滿意度有顯著負相關。五、「整體滿意度」對「顧客忠誠度」呈正相關。顯示滿意度越高，則顧客對系統業者的忠誠度也越高，所以，業者應該要提高顧客滿意度來維持顧客忠誠度。

關鍵字

整體滿意度 ； 顧客忠誠度 ； 使用前的預期 ； 使用後的感受

並列摘要

Following the global telecommunication liberalization tendency, the telecommunication industry in Taiwan commences to go into free competition era. Since opening up saturated cellular phone market, each provider has been aware of the importance of clients, and the trend of consumer's juvenility. Therefore, the marketing strategies for customer increasing are to focus on the target customer groups to meet customers' needs and satisfy customers' demands in order to enhance loyalty and then increase market share. The object of this research is the cellular phone market. We take senior (vocational) high school students as the research subjects to extract the unsatisfied factors from the gaps between the pre-using expectation and post-using perception of the cellular phone. We use the statistical approaches to analyze the unsatisfactory factors' influence on overall satisfaction, and to test the relationship between customers' overall satisfaction and loyalty. The three hypotheses we supposed are supported, so that the providers can use it as the reference for the formulation of marketing strategy. The research findings are as follows: 1. As a whole, among 20 pre-using expectation influencing factors, the clear and correct list of bill is the most important factor. The second important factor is the cellular phone system's signal quality; on the contrary, the least important factors are advertisement, promotion activities by the telecommunication providers, and showing the taste of the consumer and well-dressed attendants. 2. As a whole, among the 20 items of the post-using perception, keeping personal information confidential is the most satisfied. The second is attendants' professional training. The third is clear and correct list of bill. However, the most unsatisfied items are cellular phone and phone number bundled with preferential price and value-added service offered by the telecommunication providers. It is found that there is a gap between pre-using expectation and post-using perception of the senior high school customers. 3. According to 552 valid samples, 19 unsatisfied components are identified by the gap between the pre-using expectation and post-using perception of the cellular phone. By Pearson correlation analysis, it is found that there is a relationship between the unsatisfied components and overall satisfaction. 4. This research extracts four unsatisfied factors from 19 unsatisfied components-＂price orientation＂, ＂service function＂, ＂profession and convenience＂, and ＂corporate image＂. The price orientation and corporate image have a significant negative correlation, respectively. 5. Overall satisfaction has a positive direct influence on customer loyalty. It shows that the higher the satisfaction, the higher the customer loyalty to system providers; therefore, the telecommunication providers should raise customer satisfaction to enhance customer loyalty.

並列關鍵字

Overall Satisfaction ； Customer Loyalty ； Pre-using Expectation ； Post-using Perception