品牌形象和媒體行銷影響電信業通訊品質滿意度之研究－以東台灣地區為例

近年來，台灣的電信服務資費連年上漲，使得利用手機通話及上網的民眾不得不負擔高昂的通信費用。但是電信業者所提供的通訊品質卻只是差強人意而已，消費者的滿意度仍未受到應有的重視。另外，對於已有使用電信服務或想要換電信服務公司的民眾而言，面對各式各樣的媒體廣告文宣，不但要考慮符合需求的電信資費，同時要注意手機的產品機能、電信業者的品牌形象及媒體行銷的實質內容。普遍來看，台灣東部在地理位置上，具有優美的地理環境、淳樸的風土民情及低廉的物價水準，在電信產品機能上面已大致符合民眾對電信通信品質的基本滿意程度。因此，本研究針對東部地區的電信業通訊品質滿意度進行研究，目的在於了解品牌形象和媒體行銷對民眾電信業通訊品質的滿意度，期盼相關業者或單位能針對民眾的需求，提升整體的電信業服務品質水準。

關鍵字

品牌形象；媒體行銷；電信業通訊品質滿意度

並列摘要

Taiwan's telecommunications service price rise every year in recent period. People who use the phone calls and internet for communication have to pay exorbitant fees. However, the quality of communication which is provided by carriers is only just passable. Consumer satisfaction has not been given due attention. In addition, old consumers who use the telecommunications services now and new consumer who want to change the telecommunications services company face the variety of media advertising propaganda. They must not only consider the needs of telecommunications charges but also pay attention about the phone's product performance. They also should think about the carrier brand image and media marketing substance. Generally, Eastern Taiwan possesses beautiful geographical environment, innocent culture for citizen and low price of the telecommunication fee has been broadly approaching the basic level of satisfaction with the quality of telecommunication for population. Therefore, this study investigates the satisfaction of telecommunications industry quality in the Eastern regions in Taiwan by the influence of brand image and media marketing satisfaction. This study expects that the relevant industry or unit can focus on the needs of the citizen and improve the overall quality level of telecommunications services.