從服務品質與顧客滿意觀點探討台灣數位音訊廣播經營、發展之研究

A Study of Operation & Development of Digital Audio Broadcasting (DAB) in Taiwan: Service Quality & Customer Satisfaction

周韶華(Shao-Hua Zhou)

指導教授 ： 陳偉如

元智大學/資訊學院/資訊傳播學系/博士(2004年)

摘要

「數位音訊廣播」(Digital Audio Broadcasting，DAB)經過四年多的試播，終於在2004年由官方宣布開放第一梯次八張執照接受業者申請。此一新興科技有許多優於傳統類比廣播之功能與特性，但是這些優點是否能獲得閱聽眾接納，是「數位音訊廣播」正式營運後能否成功的關鍵因素之一。目前台灣有關於「數位音訊廣播」之研究，大多是工程技術角度，也有少數是從經營者角度研究策略，然而，從閱聽眾觀點進行之相關研究，可以說付之闕如。本研究將「數位音訊廣播」視為一種「資訊服務」，以「服務品質」與「顧客滿意」理論為基礎，以量化方式，分析閱聽眾對於「數位音訊廣播」各項功能與特性之「期望」與「認知」。研究結果顯示：閱聽眾對「數位音訊廣播」之「期望」與「認知」有顯著的差異，差距較大的有「收訊好，不受地形干擾」、「能主動提醒或更新資料」、「文字能提供指引」等項目；在所有項目中，閱聽眾對「音質清晰」的「期望」與「認知」都很高；21-25歲之年輕族群，對於「數位音訊廣播」之「期望」與「滿意度」最高。本研究建議「數位音訊廣播」業者在正式營運後，應該以「年齡」作為行銷對象之區分依據，將「音質」之優異特性作為產品定位與競爭之訴求，改善服務品質差距大之項目，提昇服務品質。

關鍵字

數位音訊廣播 ； 服務品質 ； 顧客滿意

並列摘要

After four years of test broadcasting, Taiwan Government offered eight management licenses of Digital Audio Broadcasting (DAB) in 2004 for broadcasting operators to apply for, making a step further toward the formal launch. DAB has many advantages over the traditional analog broadcasting, but customers’ acceptance will eventually play a major role in the future of DAB. Currently most of the studies of DAB are taking the technical point of view or, in a few cases, broadcasters’ point of view. Since no research has been done from the listeners’ viewpoint, this study intends to consider DAB as an information service and analyze the listeners’ awareness of and expectations for DAB. All the researches and approaches involved in this study are based on the theories of Service Quality and Customer Satisfaction. This study shows that in Taiwan there is a remarkable gap between listeners’ expectations for and awareness of DAB, especially so in such items as “excellent transmission, not obstructed by terrain”, “automatic information updating” and “instructions displayed in written words”, etc. As for the audio quality, listeners express both high expectations and full awareness. Listeners aged from 21 to 25 have the highest expectations for and the fullest awareness of DAB. This study suggests that after the launch, the DAB operators make different promotion plans according to age groups, use the excellent audio quality as a highlight of products and a competitive edge in the market, and improve service quality.

並列關鍵字

Digital Audio Broadcasting (DAB) ； Service quality ； Customer Satisfaction