行動加值業服務品質與顧客滿意度之探討--以台北市大學生為例

面對有線網路逐漸成熟的時刻，無線網路儼然成為今日業者的全新競技場，隨著我國電信業者推出各項GPRS服務，以及交通部釋放五張第三代行動通信執照，同時，行動終端設備也成長迅速，嶄新的商業模式及網路科技使得行動加值服務在無線電信業中發展出新的商業契機。著眼於行動加值市場龐大的商機，各行動加值業者勢必提供具有一定品質的服務以吸引顧客，因此，如何評估行動加值業的服務品質，改正服務品質缺失並瞭解在消費者心中最重視的是哪些服務品質屬性，以提昇顧客滿意度，便成為重要的課題。本研究以服務品質概念化模式探討行動加值業服務品質及顧客滿意之間的關係，本研究發現： 1.使用者對行動加值服務期望與體驗有顯著差異，差距最明顯為「連線速度快」、「服務功能架構清楚」、「服務功能容易操作」，因此行動加值業者必須先從這三個項目，加以確實的改進並落實執行，才能提升服務品質及顧客滿意。 2.本研究由因素分析萃取四個構面，依序為「資訊品質」、「反應與保證性」、「可靠性」、「系統品質」，因此建議業者可以針對構面的重要性，做為規劃加強服務品質及顧客滿意的優先順序。 3.透過迴歸分析發現顧客滿意度方面，以『資訊品質』最具影響力，可見在資訊服務內容的娛樂及便利性是最能影響顧客滿意的因素。

關鍵字

顧客滿意度；服務品質；行動加值服務

並列摘要

While wired network is reaching to its mature stage, the wireless network is just like the whole new arena of today’s network providers. As the promotion of various GPRS services by domestic telecommunications companies, the release of 3G licenses from Ministry of transportation and Communications, and mobile value-added service creates new business opportunity in wireless telecommunications industry. To gain more business opportunities and to remain competitive advantage in Mobile Internet, every company has to offer the service with stable quality to attract people. The purpose of the study was to assess customers’ expectations and the perceptions of service provided by mobile valued-added providers, and to explore how the service factors derived from the factor analysis were related to overall customer satisfaction. This study used the conceptual model of service quality to evaluate the relationship between the service quality and customer satisfaction. The findings in this study are: 1. The research findings revealed that customers’ perceptions of service quality fell short of their expectations, with the three items “Has fast download times ”, “Service capability is clear”, and “Was simple to use “ having the largest gap. It appears that mobile valued-added service providers should make more efforts to improve their service quality along these items. 2. Four factors were derived from the factor analysis of 21 service items. The interpretation of these factors lead to the following labels: (1) information quality, (2) responsiveness and assurance, (3) reliability, (4) system quality. 3. The results of regression analysis showed that “information quality” was the influential factors in this study in predicting customer satisfaction. The findings suggest that customers consider such as entertainments and convenience in mobile valued-added service have influence on their satisfaction.

並列關鍵字

customer satisfaction ； Mobile valued-added service ； service quality

參考文獻

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[2] Bruce, A.L. “Using Cognitive Scripts to Access the Process of Professional Services Delivery, ” Journal of Professional Service Marketing, Vol.17, No.1, 1998, pp.77-82.

[3] Brown, T.J., Churchill, C.A.J., and Peter, J.P.” Improving the measurement of Service Quality, ” Journal of Retailing, Vol.69, No.1, Spring 1993, pp.127-139

[4] Bailey, J.E., and Pearson, S.W. “Development of a tool for measuring and analyzing computer user satisfaction. “ Management Science, Vol.29, No.5, 1983, pp. 530-545.

[5] Bolton, R. N. and Drew, J. H. “A Multistage Model of Customers’ Assessments of Service Quality and Value,” Journal of Consumer Research, Vol.17, No.4, 1991, pp. 375-384.

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行動加值業服務品質與顧客滿意度之探討--以台北市大學生為例

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