由於社會的進步、資訊發達,提高了人民的生活品質,加上生活繁忙,使用手機的用戶也逐年增加,年齡層更是逐年下降。對現代人來說,手機是一個不可或缺的商品。手機的重要性與實用性,可為企業帶來廣大的市場,企業競爭相對激烈,除了要迎合時下年輕人的前衛設計、上班族的商務需求、銀髮族群之外,對於手機的外形與功能及介面的操作,更是手機業者必須要考慮的環節。 本研究主要以手機為研究商品,而品牌主要選擇在台灣市佔率前兩名的芬蘭手機品牌Nokia、與日本手機品牌Sony Ericsson為研究品牌,探討服務品質、品牌形象、顧客滿意度與再購意願彼此間之關係。針對南部地區之消費者進行問卷調查,而受訪者本身使用過Nokia或Sony Ericsson手機且曾到過Nokia或Sony Ericsson手機直營店、經銷商為主要研究對象,總計共發放400份問卷,回收362份問卷,有效問卷回收率約為82%,最後以描述性統計、因素分析、信度分析與迴歸分析等方法進行資料分析處理。研究結果歸納如下: 1. 服務品質對顧客滿意度呈現部分正向顯著影響。即表示手機業者之服務品質愈好,其顧客滿意度也會愈高,其中以可靠性、反應性之服務品質為主要影響力。 2. 品牌形象對顧客滿意度呈現部分正向顯著影響。即表示手機業者之品牌形象愈高,其顧客滿意度也會愈高,其中以象徵性之品牌形象為主要影響力。 3. 顧客滿意度對再購意願呈現正向顯著影響。即表示顧客滿意度愈高,其再購意願也會愈高。
With the progression of society, the living quality rises with the high-tech development. Consequently, the mobile connection with people is getting more important. The range and age of using mobile phone get widen and younger. It becomes an essential product in the highly competitive market. In order to fit in different generations, the appearance, function and interface of mobile phone require a discreet consideration in the industry. The research aims at the consumers who have purchased either Finland Nokia or Japan Sony Ericsson mobile phone from the above direct selling stores or dealers in Southern Taiwan. In the end of research, the analyses elaborate the relationships among the service quality, brand image, customer satisfaction and repurchase intention. The result is as follows: 1. The service quality, particularly reliability and responsiveness, in both mobile phone companies has positive influence on customer satisfaction. 2. The brand image, particularly symbolic, of both mobile phone companies positively influence customer satisfaction. 3. Customer satisfaction has positive influence on the repurchase intention.