電信業顧客體驗對於再購意願之影響－顧客滿意度之中介效果

目前台灣行動通信業務經營者有五家，電信服務市場競爭激烈，根據國家通訊傳播委員會（NCC, 2018）資料統計，2018年第2季各行動電話業者總計擁有行動電話用戶數高達2894.5萬戶，門號普及率達125%，平均每人擁有1.6個門號。過去電信龍頭中華電信在價格戰上比較保守，鮮少有低資費價格促銷策略，然其他競爭電信業者長期低價策略，不斷讓用戶數大幅增加，也造成中華電信客戶移轉流失。中華電信在2018年5月開始推出全民499母親節特選優惠方案活動，希望「以戰止戰」，短短七天吸引約 144萬用戶申辦，造成全台灣民眾搶購熱潮。台灣五家電信公司，在競爭激烈環境下，營收及獲利持續減少，如何提升顧客體驗及顧客滿意度，將成為企業留住既有顧客與提高月租費單價(upsell)之競爭關鍵。本研究以台灣地區有使用行動電話之消費者作為研究對象，主要目的在探討電信業顧客體驗對於再購意願之影響，並以顧客滿意度為中介變項。本研究採用便利之抽樣方式，針對台灣地區行動電話之消費者為研究對象，進行網路問卷調查，發放時間為2019年2月20日至2019年3月6日，總計15日之時間，共計收集502份，並利用變異數分析、迴歸分析等方法進行檢定，研究結果發現： 1.電信業的顧客體驗對於顧客滿意度具有正向影響。 2.顧客滿意度對於再購意願亦具有正向影響。 3.顧客體驗對於再購意願也具有正向影響。 4.而顧客滿意度在顧客體驗與再購意願之間存在部分中介的影響效果。 5.不同類型顧客其顧客體驗、顧客滿意度與再購意願具有部分差異性。本研究建議電信公司應「以客戶為中心」，體驗顧客所體驗的一切，以顧客的視角分析顧客從各管道接觸品牌資訊、互動、App、官網瀏覽產品頁面、線上服務、門市服務、客服體驗到完成交易及使用產品的全程體驗，找出顧客的痛點，進行改善及優化，為顧客創造最佳之體驗，以提高顧客的再購意願，增裕企業營收。

關鍵字

顧客體驗；顧客滿意度；再購意願；人口統計變項；顧客旅程地圖

並列摘要

At present, there are five mobile carriers in Taiwan, and competition in this market is extremely intense. According to the statistics of National Communications Commission (NCC, 2018), the total mobile phone users in the second quarter of 2018 reached up high to 28.945 million. The number penetration rate is 125%, with an average of 1.6 numbers per person. In the past, the head Chunghwa Telecom was more conservative in price wars. It had few low-cost price promotion strategies. However, the long-term low-price strategy of other competing carriers continued increasing their users substantially which also caused the loss of Chunghwa’s customers. In May 2018, Chunghwa Telecom launched the 499 Mother’s Day special promotion plan, hoping to “stop the war”. It attracted about 1.44 million users to sign up within just seven days. This program made people around the island to snap up crazily. These five telecom companies’ revenue and net profit go down continually in a highly competitive environment. How to improve customer’s experience and satisfaction will be the key point to retain existing customers and raise their monthly fee(upsell). This study is based on mobile phone users in Taiwan as the research object. The main purpose is to explore the impact of these people’s repurchase willingness by their experiences. And customer satisfaction is an intermediary variable. This research uses a convenient sampling method to conduct online questionnaire survey of those users. It started from February 20th to March 6th 2019, total of 15 days. 502 samples were collected and analyzed by means of variance, regression.. etc. The result shows: 1.Customer experience in the telecommunication field has a positive impact on customer satisfaction. 2.Customer satisfaction has a positive impact on repurchase intention. 3.Customer experience also has a positive impact on repurchase intention. 4.Customer satisfaction has a partial intermediary effect between customer experience and repurchase intention. 5.Different types of customers have partial differences in customer experience, customer satisfaction and repurchase intention. This study suggests that telecom companies should be “customer-centric”, experience whatever customer experienced. As customers’ point of view, to analyze their experience from getting in touch with brand information, interactions, apps, browsing product pages on official website, online services, store services, customer service experience to complete a deal and the whole process of using the product. They also have to find out customers’ pain point and try to improve and optimize it. Create the best experience for customers. Then users will be willing to buy again, and these companies’ revenue will increase as well.