服務品質、轉換成本對顧客滿意與顧客忠誠間的關係─以行動通信服務產業為例

Service Quality and Switching Costs Effect on Customer Satisfaction and Customer Loyalty ─ A Case Study of The Telecommunications Industry

林憶玲(Yi-Ling Lin)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

行動電話業務開放至今已超過十年，各家業者為了擴大自己的市場佔有率，無不卯足全力搶奪其他業者的用戶。業者擁有的用戶數越多，所提供單位服務成本就越低，營運績效就更好。根據 80/20 法則，公司 80% 的利潤是來自於 20% 的客戶，若能長久保留住一些重要的客戶，提高顧客忠誠度以及降低顧客流失因素，便是企業的獲利關鍵因素，因此如何提升顧客滿意並建立顧客忠誠是非常值得探索的議題。
本研究探討行動通信服務產業其服務品質、轉換成本對顧客滿意與顧客忠誠之關聯。將服務品質分為五個構面，轉換成本分為三個構面，運用二階模型探討服務品質及轉換成本在不同構面之間的關係。再深入探討服務品質、轉換成本、顧客滿意及顧客忠誠四者之間的關聯性。研究旨在提供建議做為行動通信服務業者在經營管理之參考。
本研究以實體問卷方式，以李克特七點尺度測量，針對台北縣市目前使用行動電話之消費者進行調查，有效問卷共365份。研究結果顯示：（1）服務品質對顧客滿意具有正向關係；（2）顧客滿意對顧客忠誠具有正向關係；（3）轉換成本對顧客忠誠具有正向關係；（4）轉換成本將強化顧客滿意對顧客忠誠的影響。

關鍵字

服務品質 ； 轉換成本 ； 顧客滿意 ； 顧客忠誠

並列摘要

Opening up the mobile phone business has been more than ten years, various mobile telecommunication service companies in order to expand their market share, are mustering their efforts to snatch other competitors’ users. If a mobile telecommunication service company has more users, it will have lower unit cost of services and better performance. According to the 80/20 rule, 80% profits are from 20% of customers. If we can continue to hold onto to keep some important customers, increase customer loyalty and reduce those factors that cause the loss of customers, these actions will shape a mobile telecommunication service company’s profitable key factors. Thus, research of switching cost is the critical issue for academic and industry to explore.
In this study, mobile communications services industry, its service quality and switching costs effect on customer satisfaction and customer loyalty. Service quality are divided into five dimensions, switching costs are divided into three dimensions. First, service quality and switching costs use second-order model to explore the relationship between different dimensions. Then, to explore service quality and switching costs effect on customer satisfaction and customer loyalty. We hope to help mobile telecommunication service companies understand how to develop their business strategies by this research.
This study used seven-point Likert’s scale questionnaire as a measurement tool, and the object of this investigation was mainly the users using mobile phones in Taipei City and County. In this study, 365 valid questionnaires. The results showed: (1) service quality has positive effect on customer satisfaction; (2) customer satisfaction has positive effect on customer loyalty; (3) switching costs has positive effect on customer loyalty; (4) switching costs will enhance the influence of customer satisfaction on customer loyalty.

並列關鍵字

Service quality ； Switching cost ； Customer satisfaction ； Customer loyalty

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