服務品質對顧客滿意度及再購意願影響之研究-以神腦國際客服中心為例

A Study of The Effect of Service Quality on Satisfaction and Purchase Intention-Customer Service Center in SENAO as An Example

吳軍謀(Jiun-Mou Wu)

指導教授 ： 黃文星

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

隨著通訊產業的日益競爭，各大通訊代理商為了提昇服務品質，已將服務內容跨足至原屬於行動電話原廠及電信系通商所之範疇。本研究以神腦國際中部客服中心為研究個案，分析該公司客戶對保固維修服務品質之滿意度。
本研究透過深度訪談法，獲得該公司客服中心提供給予現有客戶之服務項目，復藉由問卷設計及人員調查方法，取得本研究所需要之原始資料。之後，透過Z檢定、單因子變異數分析及逐步迴歸分析，藉以檢定本文所建立之四項假說。最後，本研究再運用「重要─表現程度分析法，IPA」找出業者應優先改善之服務項目。
實證結果顯示，不同手機類型之用戶對於服務項目之重視程度大多出現明顯差異；不同手機類型之用戶對於服務項目之滿意程度亦出現明顯差異。最後，本文透過IPA分析法，共得出神腦國際客服中心應優先改善三項服務內容，分別為「項目7.應該主動告知送修期間可提供暫借機服務」、「項目8.應該確認客戶所反應的問題」以及「項目9.應該提供即時的維修進度查詢服務」。

關鍵字

推薦意願 ； 再購意願 ； 服務品質 ； IPA

並列摘要

With the increasing competition in the communications industry, the communication agents have been crossed over the field that originally belongs to the mobile phone manufacturers and consulting engineer(Telecom system providers) as a service in order to improve the quality of service. This research choose the customer service center of SENAO as an example to analyze the satisfaction of warranty and maintenance service for the company's customers.
This research obtained the customer services details from the current customers via the in-depth interview. With the design of the questionnaires and the survey of staffs overcame the necessary original data. Then, the study adopted the methods of Z test, one way ANOVA and stepwise regression analysis, to test four proposed hypotheses. Finally, using the importance performance analysis “IPA” , this study found out the service items that should be improved with the priority.
The results of this study show that regarding the service items, different types of mobile phone users have obvious difference degree of attention and satisfaction. In conclusion, there are three service items should have the priority of the improvements: (7) Should take the initiative to inform the temporary borrowing service during the repair periods; (8) Should confirm the problems that customers mentioned; and (9) Should provide the service of the immediate maintenance status.

並列關鍵字

Recommendation willingmess ； Repurchase intention ； Service quality ； IPA

參考文獻

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