服務品質對顧客滿意度及顧客忠誠度之影響 -以中華電信馬祖地區民眾為例

The impact of service quality on customer satisfaction and customer loyalty -Take Chunghwa Telecom in Matsu area as an example

韋重亦(Zhong-Yi Wei)

指導教授 ： 顏伯蒼

嶺東科技大學/商管學院/企業管理系碩土班/碩士(2021年)

摘要

在現今的社會科技以及通訊的發展日新月異，生活周遭的人事物不論是工作、休息或是與親友連絡大多是必須依賴通訊設備，在台灣已有中華電信等6家電信業者，如何在這群雄割據的時代下脫穎而出，服務品質就成了重要的一環，有良好的服務品質，就能增加消費者的滿意度進而影響到忠誠度，而在參考諸多的相關書籍和文章，可以發現服務品質、顧客滿意度及顧客忠誠度這三者之間存在著相當大的關聯。
本研究以馬祖地區的中華信信使用之居民、軍人以及使用其他電信之旅客為研究對象，了解他們是否對於目前所使用的電信感到滿意，在以不同的身分背景(例如:性別、年齡、身分、職業)分別探討服務品質、顧客滿意度、顧客忠誠度三者之間的之影響。
通過分析得到的結論為以下七點:
1.服務品質在顧客滿意度有正向影響
2.服務品質在顧客忠誠度有正向影響
3.顧客滿意度在顧客忠誠度有正向影響
4.性別在三個構面中對於服務品質及顧客滿意度有顯著差異，對於顧客忠誠度並無
5.年齡在三個構面中對於服務品質及顧客滿意度有顯著差異，對於顧客忠誠度並無
6.身分在服務品質、顧客滿意度及顧客忠誠度三個構面中均有顯著差異。
7.職業在服務品質、顧客滿意度及顧客忠誠度三個構面中均無顯著差異。

關鍵字

中華電信 ； 電信業者 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

In today’s society, technology and communications are developing with each passing day. Whether it’s work, rest, or contact with relatives and friends, most people and things around life must rely on communications equipment. There are already six telecom operators in Taiwan, including Chunghwa Telecom. To stand out in the era of the world, service quality has become an important part. Good service quality can increase consumer satisfaction and affect loyalty. By referring to many related books and articles, you can find service quality and customer loyalty. There is a considerable correlation between satisfaction and customer loyalty.
In this study, residents, military personnel, and passengers using other telecommunications in the Matsu area are used as the research objects to understand whether they are satisfied with the telecommunications currently used. , Occupation) respectively explore the impact of service quality, customer satisfaction, and customer loyalty.
The conclusions obtained through the analysis are the following seven points:
1. Service quality has a positive impact on customer satisfaction
2. Service quality has a positive impact on customer loyalty
3. Customer satisfaction has a positive impact on customer loyalty
4. Gender has significant differences in service quality and customer satisfaction among the three dimensions, but has no effect on customer loyalty.
5. Age has significant differences in service quality and customer satisfaction among the three dimensions, but not in customer loyalty
6. There are significant differences in identity in the three dimensions of service quality, customer satisfaction and customer loyalty.
7. There is no significant difference in occupation in the three dimensions of service quality, customer satisfaction and customer loyalty.
Keywords: Chunghwa Telecom, telecom operators, service quality, customer satisfaction, customer loyalty

並列關鍵字

Chunghwa Telecom ； telecom operators ； service quality ； customer satisfaction ； customer loyalty

參考文獻

Galton, Francis. Kinship and Correlation (reprinted 1989). Statistical Science (Institute of Mathematical Statistics). 1989, 4 (2):80-86.JSTOR 2245330. doi:10.1214/ss/1177012581

中文文獻

中華民國品質學會（1992），ISO 國際標準－服務業品質管理，台北

行政院主計總處(2021)，「國民所得統計及國內經濟情勢展望」

林俊良(2005)，消費者對台灣大哥大企業形象的認知-以台中地區為例。大葉大學事業經營研究所碩士論文