通訊業的服務品質、顧客滿意度與忠誠度關係之研究

本研究旨在探討大台中地區通訊業的服務品質、顧客滿意度、與顧客忠誠度的關係。資料來源是以大臺中地區的通訊業消費者為對象。研究方法是以信度分析、敘述性統計、獨立樣本t 檢定、單因子變異數分析及多變量迴歸分析等，來探討通訊業者的服務品質與顧客滿意度對忠誠度的影響。實證結果顯示：大台中的消費者普遍偏好「中華電信服務中心」消費，其次是「神腦國際中華電信特約店」消費。另外，在人口變項方面，女性較男性顯著的呈現較高的服務品質認同度，進而給予較高滿意度。再者，學生較軍公教人員、月收入55,000的群眾較35,000的群眾，顯著的呈現較高的滿意度。在消費金額方面，5,000以下的群眾較20,000的群眾，顯著的呈現較高之滿意度。最後，服務品質與顧客滿意度兩者都對忠誠度呈正向顯著影響。其中，通訊業者的付款方式、退換貨處理方式等變項對忠誠度產生顯著的正面效果。

關鍵字

服務品質；滿意度；忠誠度

並列摘要

This study aims to explore the relationships between service quality, customer satisfaction and loyalty among the communications industry in Taichung. Data used are from the Survey of Relationship between Service Quality, consumer’s Satisfaction, and Loyalty among the communications Industry in Taichung. The methods include reliability analysis, description statistics, independent sample t-test, one way analysis of variance, and multivariate regression analyses to the relationship between service quality, customer satisfaction and loyalty among the examine. The empirical results show: the consumers in Taichung are more likely to go to the Chunghwa telecommunication service center for shipping. Next, for the demographic variables, female consumers have a service quality, consumer satisfaction and loyalty than males. The students and people with a higher earning have higher consumer satisfaction than others. For the consumer behavior, those who consumes below $5000 show higher consumer satisfaction than others. Moreover, the service quality and consumer satisfaction show significant positive effects on loyalty. Off these, in terms of consumer satisfaction, payment methods; returns and change goods methods, all of them show significant positive effects on loyalty.