以認知品質與認知價值探討顧客持續使用行動服務之研究

The Study on Customer’s Continuous Usage of Mobile Service: The Perspective of Perceived Quality and Perceived Value

陳姿穎(Tzu-Ying Chen)

指導教授 ： 皮世明

中原大學/商學院/資訊管理研究所/碩士(2009年)

https://doi.org/10.6840/CYCU.2009.00804

摘要

行動服務受到行動市場的重視，其主要原因不外乎行動服務所擁有的廣大商機，且全球的行動通訊業者也無不積極想搶進行動服務此塊大餅。但行動服務雖然擁有廣大商機，在台灣仍尚未被大多數民眾所接受及使用。在過去研究中，大多數的學者多著重在行為理論以及行動服務之系統設計建置，較少以價值元素議題角度探討行動服務。顧客認知價值是指顧客於使用產品或服務後與其在獲取時所付出的成本，經權衡後對於產品或服務所認知到的利益和效用。且顧客認知價值則是組織成功的關鍵與領導顧客滿意與忠誠的先驅。本研究嘗試以認知品質及認知價值的觀點建置整合性模型及探討其交互影響，進而影響顧客滿意度及忠誠度。本研究採用問卷調查法，以網路問卷的方式針對行動服務的使用者進行發放，實際回收有效問卷328份。研究發現認知品質將會交互影響認知價值，進而影響顧客滿意度及忠誠度

關鍵字

顧客忠誠度 ； 認知價值 ； 顧客滿意度 ； 認知品質 ； 行動服務

並列摘要

Mobile services by the market's attention, mainly due to it has vast business opportunities, and the global Mobile Communications industry have positively want to captured the Mobile Services marketing. But Mobile Services has vast business opportunities, it still hasn't popularized accept and use by Taiwan user. In the past, most studies were discussed from the viewpoints of behavior theory or Mobile Services systems desinging and building by the reserachers. Few of the studies proposed the different perspectives on value orientation. Customer perceived value definited to consumer's overall assessment of the utility, it's based on perceptions of what is received and what is given. And customer perceived value is the key to organizational success and leadership a pioneer in customer satisfaction and loyalty. This paper integrates with the theories of perceived quality, perceived value and customer satisfaction and customer loyalty to propose that the factors mutual influence and then influencing customer satisfaction and customer loyalty.
Data collected from 328 users in Mobile Services marketplace provide support for the proposed structural model. The study shows that users are affected their customer satisfaction and loyalty by perceived value, and perceived quality and perceived value has influencing with each other.

並列關鍵字

Mobile Services ； Perceived quality ； Perceived value ； Customer Loyalty ； Customer Satisfaction

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