服務創新與服務品質對於顧客滿意度及顧客忠誠度之影響-以連鎖電信公司為例

行動電信產業為一種提供行動電話通訊的服務行業。近年來隨著資訊、技術的蓬勃發展，消費者的價值觀在改變，電信服務業的競爭日益激烈，若要在市場建立持久性的競爭優勢，仍然希望藉由企業提升實體門市服務上之創新及服務品質，故本研究之目的即建構在一個較完整的架構，來深入且完整的探討服務創新與服務品質如何有效提升顧客滿意度與忠誠度。本研究以有使用行動電話之消費者為研究對象，透過便利抽樣方式進行，應用SurveyCake建立表單，透過社群平台(Facebook、PTT及LINE)做發送，總計回收444份有效問卷。且運用SPSS22.0軟體進行敘述性統計、獨立樣本T檢定、單因子變異數分析及PLS-SEM分析，並依據分析結果做出結論、討論及建議。其研究結果顯示：(1)服務創新對服務品質有顯著正向影響；(2)服務創新對顧客滿意度具有顯著正向影響；(3)服務品質對顧客滿意度具有顯著正向影響；(4)顧客滿意度與顧客忠誠度呈正向關係。最後，依研究結論，對電信門市服務業提出具體建議並應用於門市行銷作業上，進而提升不同顧客群，以達到口耳相傳地步，深信對公司經營績效也會有所提升。

關鍵字

服務創新；服務品質；顧客滿意度；顧客忠誠度

並列摘要

The mobile telecommunications industry is a service industry that provides mobile phone communications. In recent years, with the vigorous development of information and technology, consumers’ values are changing, and competition in the telecommunications service industry has become increasingly fierce. To build a lasting competitive advantage in the market, it is still hoped that enterprises can improve the innovation and service quality of physical stores. Therefore, the purpose of this research was to build a more complete framework to thoroughly and completely explore how service innovation and service quality can effectively improve customer satisfaction and loyalty. This research took consumers who used mobile phones as the research object. It was conducted by convenience sampling method. It used SurveyCake to create forms, which were sent through social platforms (Facebook, PTT and LINE). A total of 444 valid questionnaires are collected. SPSS22.0 software was adopted to carry out narrative statistics, independent sample T test, single factor variance analysis and PLS-SEM analysis. Conclusions, discussions and suggestions were made through Bootstrapping analysis test. The research results showed that: (1) service innovation has a significant positive impact on service quality; (2) service innovation has a significant positive impact on customer satisfaction; (3) service quality has a significant positive impact on customer satisfaction; (4) There is a positive correlation between customer satisfaction and customer loyalty. Finally, based on the research conclusions, specific suggestions were made to the telecom store service industry and applied to store marketing operations in order to increase customer base through word-of-mouth recommendations and thus improve the company's operating performance.