探討台灣電信業門市之環境體驗、服務品質與客戶滿意度對客戶忠誠度之影響

Investigating the Effects of the Environment Experience, Service Quality, and Customer Satisfaction to the Customer Loyalty in the Taiwanese Mobile Retail Stores

蔡慶齡(Ching-ling Tsai)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2012年)

摘要

隨著智慧型產品蓬勃發展，電信門市銷售的商品更多樣化，加上消費者意識高漲，電信產業間競爭激烈。因電信服務業在體制上為連鎖體系，要提高客戶的忠誠度，就更需要獲得客戶在環境體驗、服務品質及客戶滿意度的認同。
因此，本研究主要目的在探討「台灣電信業門市的經營重點」，先以專家訪談法，確定問卷方向與內容，再透過便利樣本問卷調查法，透過Facebook對消費者發出網路問卷，回收有效問卷341份，利用SPSS統計軟體驗證研究假設。 本研究提出以下結論：
1. 環境體驗對客戶滿意度有顯著正面的影響
2. 服務品質對客戶滿意度有顯著正面的影響
3. 客戶滿意度對客戶忠誠度有顯著正面的影響

關鍵字

環境體驗 ； 服務品質 ； 客戶滿意度

並列摘要

As the development of the smart devices thrives, the merchandises been sold in the mobile retail store become diverse. Plus the raising consumer awareness nowadays, makes the competition between the mobile carriers highly intensive. Since the mobile service is in a form of chain business system, having the recognition form the customers in the respects of environment experience, service quality, and customer satisfaction is critical in order to gain the customer loyalty. Therefore, the major purpose of this study is to understand "the prosecution focuses of the Taiwanese mobile retail stores". We first establish the questionnaire direction and contents by adopting the expert interview method. Then the
convenience sampling questionnaire method is used, the questionnaires are distributed to costumers via Facebook. 341 valid returned questionnaires are further analyzed by SPSS statistics software to test the research assumption. The result is obtained as follows,
1. The environment experience has significant positive impact on the relationship quality with customer satisfaction.
2. The service quality has significant positive impact on the relationship quality with customer satisfaction.
3. The customer satisfaction has significant positive impact on the relationship quality with customer loyalty.

並列關鍵字

Environment Experience ； Service Quality ； customercustomer Satisfaction

參考文獻

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