行動網路服務顧客滿意度及顧客忠誠度影響因素之研究

Factors Affecting Customer Satisfaction and Loyalty in Mobile Internet Services Usage

廖惠珍(Hui-Chen Liao)

指導教授 ： 李婷

元智大學/資訊學院/資訊管理學系/碩士(2007年)

摘要

行動電話用戶的普及、行動上網人數的成長、手機功能的搭配與電信業者角色和行銷策略的轉換，皆顯示行動網路服務的重要性。而在行動語音市場的利潤下降的情況下，電信業者積極推展行動網路服務，因此，有必要進一步瞭解行動網路服務的顧客滿意度及顧客忠誠度之影響因素。本研究參考資訊系統成功模式、資訊科技使用意圖、資訊科技持續使用、顧客滿意度和顧客忠誠度相關研究，發展出行動網路服務顧客忠誠度之整合模型。研究以問卷調查方式搜集資料，並使用結構方程模式（Structural Equation Modeling, SEM）進行分析，研究結果發現：（1）行動網路服務的「顧客滿意度」對「顧客忠誠度」有顯著影響。（2）「知覺易用性」、「知覺娛樂性」、「知覺有用性」是影響「顧客滿意度」的主要因素。（3）「系統品質」、「資訊品質」、「服務品質」皆會顯著影響「知覺易用性」，但品質變數對於「顧客滿意度」的影響則不顯著。本研究期望能夠提供電信業者在推展行動網路服務與制訂行銷決策之參考。

關鍵字

行動網路服務 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The development of mobile internet services is proliferating due to the popularization of mobile phone subscribers, the growth of mobile internet user, and the powerful functions of cell phone. Due to the decrease in profit margin of mobile voice services, telecom operators need to develop their mobile internet services aggressively. Therefore, it is imperative to investigate the factors affecting customer satisfaction and loyalty in mobile internet services usage in order to promote these services. Based on the research of IS success model, IT usage intention models, and IT continuance usage literature, this study develops an integrated research model to explain customer satisfaction and loyalty of mobile internet services. An online survey was conducted, and structural equation modeling analysis was adopted to test the research model. The results from empirical studies show that customer satisfaction is an important determinant of customer loyalty, while customer satisfaction is significantly affected by perceived ease of use, perceived enjoyment, and perceived usefulness. System quality, information quality, and service quality have direct effects on perceived ease of use. Surprisingly, system quality, information quality, and service quality do not show significant influence on customer satisfaction. This research provides telecom operators directions on developing mobile Internet services and their marketing strategies.

並列關鍵字

mobile internet services ； customer satisfaction ； customer loyalty

參考文獻

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