行動通信服務業之服務創新、顧客滿意度與顧客忠誠度關係之研究

The Research of Relationship among Service Innovation,Satisfaction, and Customer Loyalty in Mobile Communication

呂彥廷(Yan-Ting Lyu)

指導教授 ： 許呈如

健行科技大學/管理學院/資訊管理系碩士班/碩士(2015年)

摘要

創新行為已被許多學者認定是企業維持競爭優勢的重要工具，惟有不斷的透過創新，企業才能夠因應多變的市場，創造出符合消費者需求的產品及服務，以使企業得以永續生存或穩定成長。過去對於行動通信服務業創新的相關研究大部分都著重在探討特定產品的創新行為，而針對行動通信服務產業的服務創新績效則少有相關研究，故在如今消費需求多元與競爭激烈的電信市場，業者要如何以服務創新來提升顧客滿意度，進而強化顧客忠誠度，達到企業經營績效與永續經營的目的，絕對是行動通信服務業最殷殷關切的研究問題，為此本研究即以遞送流程之新穎程度、服務修正、服務對市場之新穎程作為服務創新的衡量構面，針對行動通信服務業(包含：中華電信、台灣大哥大、遠傳電信)的服務創新績效對於顧客滿意度、顧客忠誠度所產生的影響進行實證研究。
本研究採用問卷調查法，以擁有電信門號之用戶為調查對象，共發放251份問卷，回收有效問卷209份。研究結果顯示：「服務創新」對「顧客滿意度」有正向影響、「顧客滿意度」對「顧客忠誠度」有正向影響與「服務創新」會由「顧客滿意度」之中介效果，間接影響「顧客忠誠度」。因此，中華電信、遠傳電信以及台灣大哥大在評估經營重要項目時，應將服務創新列為重要指標，並積極開發可以使顧客感到滿意的服務，換言之，服務創新應該是持續性的做為，如此在競爭激烈的市場，企業才可以穩定獲利及持續成長，以達到永續經營的目標。

關鍵字

行動通訊服務業 ； 服務創新 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Innovation behavior has been identified by scholars as an important tool to gain a competitive advantage in business. In order to survive amid changing market, only innovative companies can create products and services to meet consumer demand. Past studies of innovative services for mobile communication products focused on innovation behavior, while few discussions on innovation performance as we knew. To meet diverse demand in telecommunications marketplace, how to improve customer satisfaction and thereby strengthening customer loyalty to achieve the purpose of business performance are definitely the most concern research questions. In this research, the degree of newness, service modification, and the service newness to the market the delivery process are considered as measure of the constructs. Mobile communication services companies, including Chunghwa Telecom, Taiwan Mobile, Far EasTone Telecommunications, are investigated on their providing service innovation performance in this empirical research.

This study used questionnaires to users of mobile phones has for the survey, a total of 251 questionnaires were 209 valid questionnaires. The results showed that Service Innovation has a positive impact on the customer satisfaction, customer satisfaction to loyalty has a positive effect and Service Innovation will be the intermediary of the customer satisfaction effect, indirect effects of loyalty. Therefore, Chunghwa Telecom, Taiwan Mobile and FarEas Tone Telecommunications operate important when assessing the project should serve as an important indicator of service innovation, and actively develop can make customers feel satisfied with the service. In other words, service innovation should be as persistent, so in a highly competitive market, companies can stabilize profitability and sustained growth, in order to achieve sustainable development goals.
Keywords：Mobile communication, Service innovation, Customer satisfaction, Customer loyalty

並列關鍵字

Mobile communication ； Service innovation ； Customer satisfaction ； Customer loyalty

參考文獻

一、 中文文獻

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