電信業者的服務品質與企業形象對顧客忠誠度之影響

The Effect of Service Quality and Corporate Image of Telecom Companies on Customer Loyalty

吳淑君(Shu-Jun Wu)

指導教授 ： 吳佳純

義守大學/電機資訊學院/資訊管理學系/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00147

摘要

隨著資訊科技的進步，使得行動通訊的使用也逐漸普及化，手機所提供的功能越來越多元化，使用的年齡層也有年輕化的現象。良好的企業形象，會提升身消費者對產品的信賴與好感，並降低知覺風險，「企業形象」與「服務品質」也成為驅動消費者購買行為的原因，在消費者決定購買與否的過程中，扮演著舉足輕重的角色，並成為影響企業顧客忠誠度的重要因素。
電信業既是服務業也是科技產業，當各業者科技進步的腳步逐漸成熟時，如何經由提升「企業形象」與「服務品質」，鞏固既有的顧客群，透過良好之購買經驗及口碑之建立提高消費者的滿意度與忠誠度，進而開發新的客戶群，是現今電信業者最重要的課題。
因此，本研究採問卷調查法，針對有使用手機的高中生為研究對象，以深入探討服務品質與企業形象對顧客忠誠度影響的關係模式。研究結果發現，服務品質對於企業形象與顧客忠誠度，以及企業形象對於顧客忠誠度皆具有顯著正向之影響，企業形象為服務品質與顧客忠誠度的完全中介變數。這表示電信業若要提升其顧客忠誠度，除了對服務品質要更加用心的經營，也要提升企業整體之形象，讓顧客留下深刻之良好印象，以提升顧客對電信業者的忠誠度，進而增進電信業者本身於市場上的競爭優勢。

關鍵字

服務品質 ； 企業形象 ； 顧客忠誠度

並列摘要

With the advances of information technology, the use of mobile communications has become more and more common. The functions that mobile phones provide are becoming more diverse, and the users are getting younger. Good corporate image will gain consumers’ trust and favorable impression on the products and thus reduce perceived risk. Corporate image and service quality have become the main reasons that drive consumers’ purchase behavior. They play vital roles in whether the consumers will choose or not the products and have become important factors that affect customer loyalty.
Basically Telecom companies belong not only to the field of service provider but also to the field of high technology. When each company’s technology level reaches maturity, how to consolidate the existing customer through the corporate image and service quality, and how to develop new customers through the establishment of good buying experience and the reputation of the satisfaction and customer loyalty are currently important issues.
Therefore, in this thesis, the questionnaires targeted on high school students using mobile phones are applied to investigate the relationship of both service quality and corporate image on customer loyalty. The study revealed that service quality versus both customer loyalty and corporate image and corporate image versus customer loyalty have positive correlations, while corporate image is the intermediary variable of service quality and customer loyalty. That is to say, in order to enhance customer loyalty, the telecom companies should not only put more efforts into the service quality to make a good impression on consumers, but also pay attention to the enterprise’s overall image to keep their competitiveness in the market.

並列關鍵字

Service Quality ； Corporate Image ； Customer Loyalty

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