行動電信業服務品質、顧客滿意度與顧客忠誠度關聯性之研究－以台中縣、市為例

The Study on Relationship among Service Quality, Customer Satisfaction and Customer Loyalty of Mobile Telecomunication Industry-An Example from Taichung County and Taichung City

劉宗儀(Tsung-Yi Liu)

指導教授 ： 楊智超

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

本研究的目的為探究行動電信業服務品質、顧客滿意度與顧客忠誠度之間的關聯性，調查範圍為台中縣、市，主要是以國內行動電信業者為研究對象。採便利抽樣問卷方式蒐集資料，有效回收問卷231份，分別以迴歸分析、皮爾森相關分析與複迴歸分析進行資料的分析與假說之驗證。
本研究結果顯示，消費者對行動電信業者之預期服務品質與顧客滿意度具有正相關，而實際認知之服務品質對於顧客滿意度也呈現正相關，顧客滿意度對於顧客忠誠度雖也呈現正相關，但差異性較不顯著，亦即顧客雖然對公司的服務品質感覺滿意，但並不一定會繼續使用該公司之服務。另受訪者對預期服務品質與顧客忠誠度呈現顯著之
關聯性，而實際認知之服務品質對於顧客忠誠度也具有正相關。
本研究之結果，對於行動電信業者之經營應會產生某種程度的影響，畢竟目前國內行動電信市場已呈飽和狀態，各業者必須藉由提升更高的服務品質以增加顧客滿意度，進而追求更高之顧客忠誠度以提高獲利能力，希望本研究的結果能夠成為企業訂定行銷策略時參考之依據。

關鍵字

顧客忠誠度 ； 顧客滿意度 ； 服務品質 ； 行動電信業

並列摘要

The purpose of this study is to explore the correlation among service quality, customer satisfaction, customer loyalty of mobile telecom industr
y. Targeting domestic mobile telecom industries located in Taichung Cou
nty and Taichung City, the study uses convenience sampling questionnair
e to collect data. All data compiled from the returned 231valid questionna
ires are analyzed and hypotheses are verified by regression-analysis, Pear
son correlation analysis and multiple-regression-analysis.
Findings show positive correlation existing between consumers’antic
ipated service quality and customer satisfaction, and consumers’ perceive
d service quality and customer satisfaction. Although the same positive co
rrelation also exists between customer satisfaction and customer loyalty, t
he difference is however relatively insignificant, i.e., a happy customer sa
tisfied with the quality service doesn’t necessarily return to purchase agai
n. Furthermore, a significant correlation also exists between respondents’ anticipated service quality and customer loyalty; and a positive correlatio
n exists between perceived quality service and customer loyalty.
The result of this study may have certain influence on the manageme
nt of mobile telecom industry. After all, mobile telecom industry, in an alr
eady saturated domestic market, must increase its capability of gaining pr
ofits through increasing quality service, customer satisfaction and higher customer loyalty. Hopefully, findings of this study will provide a referenc
e for industry in making marketing strategy.

並列關鍵字

Service quality ； Customer satisfaction ； Mobil telecommunication industry ； Customer loyalty

參考文獻

9.楊錦洲(2002)。服務業品質管理，品質學會。

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