關係破壞因素、關係補救、轉換障礙與顧客反應之研究
–以行動通訊業為例

自從政府開放行動電話號碼可攜業務之後，不同業者間的轉換門檻大幅下降，消費者可以原號碼自由選擇轉換其他電信系統業者。近年來因為智慧型手機與平板電腦等行動上網裝置熱銷，行動上網的需求越來越高，但是抱怨的聲浪卻不減反增，原因包含了系統服務面的失誤、人員服務失誤，以及受到其他同業促銷方案的吸引等可能破壞雙方交易關係的因素，皆是可能導致顧客產生抱怨或轉換到其他電信業者的意圖。因此本研究針對行動電話與3G行動上網的消費者，根據以往學者的研究理論基礎探討上述關係破壞因素、關係補救措施、轉換障礙與顧客反應行為之間的關係；並經由網路問卷調查收集資料並進行假說驗證。資料分析採用一般線性模式（GLM）進行假說檢定，研究結果發現行動通訊業者因系統失誤與人員失誤會導致顧客的抱怨與轉換的意圖；然而來自競爭者吸引力則對顧客的轉換與抱怨意圖並未有顯著影響；行動業者採取財務性與心理性的補救措施雖未顯著降低顧客的轉換意圖；但卻顯著降低顧客的抱怨反應。行動通訊業者建立社會性轉換障礙將可顯著降低顧客的轉換意圖；但卻顯著加深顧客的抱怨行為；業者建立經濟性轉換障礙並未顯著抑制顧客的轉換行為，且會增加顧客的抱怨行為。最後，研究亦提供行動通訊業者對於強化顧客服務、關係補救措施與降低客訴、提升顧客續留等顧客關係管理方面的策略意涵。

關鍵字

關係破壞因素；關係補救；轉換障礙；顧客反應

並列摘要

The switching threshold of mobile phone numbers between different mobile communication service providers has largely decreased since the government lifted the ban on mobile phone number portability service. The users may convert their mobile communication service from current provider to others with their existed phone numbers. The demand for mobile communication services has been increasing along with the hot selling of smart phone and tablet PCs. However, there are more and more complaints which might caused by the system service failures, employee service mistakes, and the sales promotion activities offered from competitors, could destroy the trading relationship. All the above factors will lead to the customers’ intentions of complaining and switching to another service provider. This study aims to explore the relationship between destroy factors in trading relations, relationship recovery policies, switching barriers of changing service provider, and the the outcome of customer default. The empirical data collected from mobile service users through online interviewing. Using the General Linear Model (GLM) to test the research hypotheses and shows the following major results: (1). The relationship destroying factors including service system failures and personnel service errors will positively impact the customer complaining and switching intentions, (2). The financial and psychological recovery policies may decrease the customer complaining intentions, (3). The social switching barriers will strengthen the effect on the customer complaining behavior although it may decrease the influence of relationship destroying factors on the customer switching intention, (4). The economic switching barriers will positively affect the customer complaining behavior. Finally, this research also offers mobile communication services providers with strategic implications in customer relationship management.

並列關鍵字

Relationship destroying factors ； Relationship recovery ； Switching barriers ； Customer reaction

參考文獻

王詩梅（2010），網路購物服務失誤、服務補救與補救效果之研究，國立台北大學企業管理學系碩士論文。

曾梓庭（2010），關係利益、顧客滿意、轉換障礙對顧客忠誠的影響-以航空運輸業為例，國立台北大學企業管理學系碩士論文。

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關係破壞因素、關係補救、轉換障礙與顧客反應之研究 –以行動通訊業為例

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