服務品質、顧客滿意度與忠誠度關係之研究 -以中華電信光纖(FTTX)用戶為例

The Relationship Research Among Service Quality, Customer Satisfaction and Customer Loyalty

盧國光(Kuo-Kuang Lu)

指導教授 ： 王順生

朝陽科技大學/理工學院/工業工程與管理系/碩士(2009年)

摘要

隨著寬頻網路市場的蓬勃發展，網際網路已是人類生活的重要工具，然而光纖網路具有高速傳輸的優勢、傳輸的品質優良、電路穩定性高，寬頻技術持續演進且迅速普及，業者如何從競爭激烈的環境脫穎而出，唯有不斷提升服務品質，以滿足顧客的需求。
本研究旨在探討中華電信FTTX服務品質對顧客滿意度與忠誠度之影響、中華電信FTTX服務品質、顧客滿意度與忠誠度之構面間之影響。本研究利用信度分析、因素分析、變異數分析(ANOVA)、皮爾森(Pearson)相關分析、多元回歸分析將問卷資料進行統計分析。
本研究結論可得(1)中華電信光纖網路的服務品質做的好，顧客滿意度就會提高，不僅能保留舊有顧客，顧客甚至還會推薦他人使用，忠誠度就會提升。(2)中華電信要提升服務品質，建議中華電信能夠落實教育訓練，可藉由教育訓練來提升客服人員或員工的服務態度、效率、專業知識及技術能力。

關鍵字

光纖網路 ； 顧客忠誠度 ； 顧客滿意度 ； 服務品質

並列摘要

With the developing of broadband network, the Internet has become an important necessity in dairly life. FTTX has the advantage of high-speed transmission and good transmission quality. Internet service providers need to improve their service quality to meet the needs of customers in order to servive in the highly competive environment.
This paper studied the key factors of Chunghwa Telecom FTTX Service Quality on the impact of Customer Satisfaction and Loyalty. Reliability Analysis, Factor Analysis, Analysis of Variance (ANOVA), Pearson’s Correlation Analysis, Multiple Regression Analysis were used to carried out statistical analysis of questionnaire data.
The results of this research are as following:
(1) To Chunghwa Telecom''s FTTX service, good Service Quality not only improve Customer Satisfaction to retain old customers, but also enhance customer loyalty. More customers would be willing to recommend their relatives to use the service.
(2) For Chunghwa Telecom to upgrade the Service Quality, Chunghwa Telecom will need to put much effort into education and training sections to improve Support staffs in their attitude, efficiency, expertise and technical capability.

並列關鍵字

FTTX ； Customer Loyalty ； Customer Satisfaction ； Service Quality

參考文獻

[20] 張火燦、余月美， “服務品質、顧客滿意度與顧客忠誠度關係之研究，” 明新學報，第34 卷，第 1 期，第127-140頁，2008。

[1] Anderson, E. W. and Sullivan, M. W, “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, Vol.12 No 2, pp.125-143, 1993.

[2] Bitner, M. J., Evalution Service Encounters: “The Effects of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol. 54 No 1, pp.69-82, 1990.

[3] Bolton, R. N., “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction,” Marketing Science, Vol. 17 No 1, pp46-65, 1998.

[6] Kalakota, Ravi & Marcia Robinson, “e-Business Roadmap for Success,” 2nd Ed Addision Wiley, 2001.