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

陸海文(Hai-Wen Lu) ； 楊惠媚(Hui-Mei Yang) ； 陳依敏(Yi-Min Chen)

《經營管理論叢》 1卷2期 (2005/12) Pp. 117-131

https://doi.org/10.6872/OMR.200512_1(2).0007

摘要

本研究針對台南區保誠人壽保險公司受訓之學員進行問卷調查，運用因素分析、信度分析、相關分析與馬可夫鏈等方法分析，探討行動通訊服務業之顧客滿意度及顧客忠誠度。經研究發現，中華電信的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；台灣大哥大的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；遠傳電信的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；和信電信的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；泛亞電信的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。本研究顯示顧客滿意度與顧客忠誠度呈正向關係，因此，行動通訊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 ； 顧客忠誠度 ； 馬可夫鏈 ； 行動通訊業

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 factor analysis, reliability analysis, correlation analysis, and Markov chain theory, 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 indicates that the customer satisfaction and customer loyalty have positive relations. Therefore, 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 Satisfaction ； Customer Loyalty ； Markov Chain ； Mobile Phone Service Industry