行動電話系統業服務品質滿意度之研究─應用統計分析與決策樹法

A Study on Customer Satisfaction of Service Quality of Telecommunication Industries-Using Statistical Analysis and Decision Tree Approach

鍾依芸(I-Yun Chung)

指導教授 ： 范書愷

元智大學/工程學院/工業工程與管理學系/碩士(2004年)

摘要

受到國內遠傳電信與和信電訊合併的影響，行動電話服務市場儼然形成三強鼎立的局面，再加上第三代行動通訊系統的到來，未來勢必掀起另一波更劇烈的競爭。以提供服務為主的行動電話系統業，顧客自然是最大的競爭來源。在價格已經無法造成差異化的情形下，為了爭取與留住更多的顧客，業者紛紛將焦點轉向服務品質與顧客滿意度。本文透過服務品質與顧客滿意度相關文獻的探討，同時參酌行動電話系統業者服務之現況，產生衡量服務品質滿意度的五個構面，分別是服務人員、服務設施/設備、價格收費、服務選擇方案及企業組織，並提出六點之研究假設。
由於行動電話系統業的顧客規模龐大，業者無不費盡心力瞭解如何適時適當的提供服務給不同需求之顧客，基於這樣的需求下，本研究採用問卷調查實證研究之方式，詢問顧客對於服務品質屬性的重視度與滿意度。研究中欲達到的研究目的可分為兩個部分：第一，應用統計方法探討顧客心目中的重要服務品質屬性以及影響顧客服務品質滿意度的主要因素；第二，使用決策樹法進行顧客屬性之區隔，以瞭解不同情境下顧客群的特徵。
研究結果顯示電話客服中心與加值服務的使用佔有關鍵的影響地位。當加值服務使用愈頻繁時，愈有機會成為高貢獻度與未來新技術的潛在顧客；不僅如此，打電話給客服的經驗對顧客忠誠度也有極大的影響力。因此，建議業者以此著手進行相關服務的加強與改善，同時提高顧客加值服務的使用率，才能為企業帶來利益，獲得持續性的競爭優勢。

關鍵字

行動電話系統業 ； 服務品質 ； 顧客滿意度 ； 決策樹

並列摘要

In today’s highly intensive market, it is well known that customer plays the most important role in the telecommunication industries. With the advent of the 3rd generation wireless system, telecommunication business is going to face the whole new challenge and competition in the near future in Taiwan. Particularly, as the price competition cannot make any differentiation, the telecommunication companies have transferred their focus from pricing to service quality and customer satisfaction in order to retain customers and regain competitiveness.
Based on the relevant literatures of service quality and customer satisfaction, taking account of the practical operations of telecommunication enterprises, we construct the five dimensions for evaluating the satisfaction of service quality. The five dimensions are as follows: service personnel, service facilities/ equipment, price, service alternatives, and organization. Furthermore, there are six hypothetical statements considered in this research.
The telecommunication enterprises all try real hard to understand how to deliver quality services for customers of different requirements at the right time, with the right way due to the existing large-scale market. Based upon the above reasons, this research adopts questionnaire to collect the relevant opinions and attitudes about customer satisfaction and service quality, and the emphasis is then placed on exploring and investigating the critical attributes of service quality. Hence, there are two main purposes of this thesis. The first one is to use statistical technique to analyze the important service attributes and the primary factors affecting customer satisfaction. The second is to apply decision tree to make customer segmentation to know about the characters of customers in different circumstances.
The research results presented have indicated that the call center and value-added service have the greatest influences on satisfaction of service quality and willingness to make use of new technology. As the more use of value-added service, the more chance making the high contribution and attracting customers to the companies. In addition, the experiences of phoning call center affect the customer loyalty as well. For this account, we suggest that the enterprises might follow the guidelines provided in this research where best endeavors and promotion of the utilization of value-added service should be made to gain more profit and sustain competitive advantage.

並列關鍵字

telecommunication industries ； service quality ； customer satisfaction ； decision tree

參考文獻

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