涉入程度對顧客滿意度、顧客忠誠度影響之探討─以行動電話用戶為例

THE EFFECTS OF CUSTOMER INVOLVEMENT ON CUSTOMER SATISFACTION AND LOYALTY – A CASE ON MOBILE PHONE USERS

楊美秀(Mei-Hsiu Yang)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

從電信自由化以來，短短不到十年電信市場已呈現飽和狀態，各家行動電話系統業者從擴大市場佔有率到設法留住有價值的顧客，無不卯足全力絞盡腦汁，如何提高顧客忠誠度降低顧客流失，可以說是致勝的關鍵因素。
在文獻中，顧客滿意度與顧客忠誠度一直都是行銷研究者相當重視的議題，且不論理論上或實證上都證明滿意度與忠誠度有其正相關；而涉入的觀念在探討消費者行為上亦常成為行銷研究主題的干擾變項。因此本研究將滿意度、忠誠度加入涉入程度作為研究之主要架構。
本研究目的是：
1.探討行動電話使用者對國內行動電話業者之滿意度及忠誠度狀況。
2.探討涉入程度對顧客滿意度與忠誠度間關係的干擾效果。
3.提供行動電話業者對行銷策略上的建議。
本研究結果為：
1.高滿意度的顧客有較高忠誠度。
2.高涉入者較低涉入者滿意度與忠誠度為高。
3.涉入程度對顧客滿意度與忠誠度的干擾效果不成立。

關鍵字：顧客滿意度，顧客忠誠度，涉入程度

關鍵字

顧客滿意度 ； 顧客忠誠度 ； 涉入程度

並列摘要

It’s only 10 years from telecom liberalization, but the telecom market have been impregnated. Therefore, the cellular operator’s business strategy has transferred from increase market share to retain the valuable customers. Because it is the key factor of success, each operator does his best to enhance customer loyalty to avoid the decrease of customer.
Most market research articles are often put emphasis on customer satisfaction and customer loyalty. It is proved that the correlation between customer satisfaction and customer loyalty is positive, no matter in theory or practical study. In other way, the notion of involvement is often become an interference variable when researchers try to study the customer behavior. Based on above, the writer decides the framework of the thesis is composed of satisfaction, loyalty and involvement.
The study purposes of the thesis are:
1.To study the satisfaction and loyalty of mobile users on cellular operators.
2.To study the effectiveness of interference about involvement on customer satisfaction and loyalty.
3.To provide the suggestion of market strategy for cellular operators.
The results of the thesis are:
1.The high degree of satisfaction customer has a higher loyalty.
2.The satisfaction and loyalty of high involvement are superior to low involvement.
3.The effectiveness of interference about involvement on customer satisfaction and loyalty is not established.

Key words：Customer Satisfaction，Customer Loyalty，Involvement

並列關鍵字

Customer Satisfaction ； Customer Loyalty ； Involvement

參考文獻

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