服務品質認知與顧客滿意度關係之研究--以中華電信ADSL為例

The Study on Relationship between Perception of Service Quality and Customer's Satisfaction--An example of ADSL Subscribers of Chunghwa Telecom Co.,Ltd.

莊進富(Chin-Fu Chuang)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

根據電信總局的數據資料顯示，2004年底我國寬頻市場突破了375萬用戶規模，其中ADSL用戶達316.9萬，顯然ADSL已成為台灣寬頻上網的主流。在ADSL客戶中，使用中華電信ADSL的用戶數約有三百零七萬戶，佔整個寬頻網路市場的八成以上。
本研究以目前使用中華電信公司ADSL寬頻網路客戶為研究對象，採用隨機抽樣法進行問卷調查，在375萬客戶中抽樣900份問卷，回收有效問卷459份，同時也在中華電信28,466員工中抽樣450份問卷，回收有效問卷251份。在資料分析上，採用SPSS套裝軟體，先以因素分析法萃取服務品質構面，共萃取出「信賴關懷性」、「反應安全性」、「實體可靠性」三個構面，再以單因子變異數分析、雪費檢定、Pearson 相關分析、多元迴歸分析進行各項檢定，最後，採取「重要性-績效分析」繪製服務屬性評估圖，提供業者，做為擬訂策略及行動方案之參考。
經本研究實證結果得到結論如下：1.電信員工對ADSL期望的服務水準，高於顧客。2.電信員工對ADSL認知的服務水準，高於顧客。3.顧客對ADSL服務品質之期望水準高於服務品質實際認知水準。4.「信賴關懷性」、「反應安全性」、「實體可靠性」三個服務品質構面均與整體顧客滿意度呈顯著正相關。5.顧客整體滿意度與顧客忠誠度具有顯著正相關。6.顧客人口統計變數方面：年齡、教育程度、職業、使用期間、傳輸速率對服務品質構面有顯著差異；年齡、教育程度、職業、每月平均所得對整體滿意度有顯著差異；年齡、教育程度、職業、每月平均所得、使用期間、傳輸速率對顧客忠誠度有顯著差異。

關鍵字

服務品質 ； 顧客滿意度 ； 忠誠度 ； 非對稱式數位用戶迴路 ； 忠誠度

並列摘要

According to the data provided by DGT, the subscriber number has break through three million, seven hundred and fifty thousand in our country’s broadband market at the end of 2004, where ADSL subscriber number reached to three million, one hundred and sixty-nine thousand. Obviously, ADSL has become the main stream in connecting to internet with broadband in TAIWAN. Among ASDL subscribers, there are about three million seventy thousand subscribers who used Chunghwa telecom’s ADSL. It occupied over eighty percent of whole broadband network market.
This study used the broadband network subscribers who used Chunghwa telecom’s ADSL at present as research object and adopted random samples to proceed investigating. We made sampling questionnaires of 900 from three million seventy thousand subscribers and collected four hundred and fifty-nine valid questionnaires. At the same time, we made sampling questionnaires of 450 from twenty-eight thousand, four hundred and sixty-six employees of Chunghwa telecom and collected two hundred and fifty-one valid questionnaires. We utilized SPSS software to analysis data. First, we used factor analysis to extract the key factors of service quality. We extracted three key factors, i.e. “reliable concerns”, “responsible security” and “practical reliability”. Second, we used one-way ANOVA, Sheffe’s method, Person relational analysis and multiple regressions analysis to proceed individual item testing. Finally, we adopted “important-performance analysis” to draw service character evaluation picture in order to provide venders as reference in strategy planning and action alternatives.
After this empirical research, we concluded as follows: 1.The service level of ADSL expected by telecom employees is higher than that by customers. 2. The service level of ADSL perceived by telecom employees is higher than that by customers. 3. For customers, the expected level of ADSL service quality is higher than the actual perception level of service quality. 4. Three key factors, “reliable concerns”, “responsible security” and “practical reliability”, all have significantly positive correlation with integrated customer satisfaction level. 5. Integrated customer satisfaction level has significantly positive correlation with customer loyalty. 6. For population statistic variables of customs: age, education level, profession or average income per month has significant difference with respect to the key factor of service quality respectively; age, education level, profession, average income per month, usage period or transmission rate has significant difference with respect to custom loyalty respectively.

並列關鍵字

service quality ； custom satisfaction level ； loyalty ； ADSL

參考文獻

15 楊錦洲(2001)，顧客需求與滿意度調查，台灣檢驗科技股有限公司。

16 楊錦洲(2002)，服務業品質管理，品質學會。

3 杜更新(1999)，「國內電信事業服務品質與顧客滿意度之研究—以中華電信公司為例」，碩士論文，元智大學管理研究所。

5 林叔娥(2003)，「顧客滿意度與忠誠度之關聯性研究—以某驗證公司為例」，碩士論文，中原大學工業工程學系。

19 Assael, Henry, and A. Marvin Roscoe Jr.,(1976) “Approaches to Market Segmentation Analysis,” Journal of Marketing, 40, pp.67-77.