越南大學生對電信業者服務品質之研究-以太原市為例

A Study of Service Quality of Mobile Service Providers for College Students in Vietnam-the Case of Thai Nguyen City

阮瑞帆(Nguyen, Duy Van)

指導教授 ： 鍾惠雯

國立屏東科技大學/國際學院/熱帶農業暨國際合作系/碩士(2014年)

https://doi.org/10.6346/NPUST.2014.00237

摘要

隨著訊息科技和行動網路公司的快速發展，越南的行動網絡市場規模已於2012年成長至90萬用戶．對於人口數約九十萬人次的越南來說同時象徵著在行動網路市場未來幾年的競爭將越來越激烈。於此光景下，如何吸引並挽留客戶已成為行動網路供應商重要課題之一。對多數公司來說，建立令客戶滿意的高品質服務將直接影響其公司未來的收益流。依據年齡特性，就讀大學的學生族群對越南電信業者來說是一個潛在的市場。因此，本研究目的為檢測電信公司服務是否影響用戶的滿意度。
根據文獻回顧，本研究提出一理論架構包含態度、專業知識、解決問題能力與方便的程序等進行分析，其中服務品質可劃分三個層面的(互動品質、連接品質與內容品質)。本研究發放400位越南太原大學學生進行問卷調查，問卷收集後進行結構方程式 (Structural Equation Modeling) 分析。本研究結果顯示，在行動服務屬性的互動品質顯著影響滿意度，其次為連接品質與內容質量。

關鍵字

行動網路公司 ； 行動用戶 ； 服務質量 ； 太原

並列摘要

With the rapid development of information technology and mobile network companies, till the end of 2012, mobile network market of Vietnam has reached the milestone of 90 million subscribers. With the population of about 90 million people in Vietnam, this is the signal that the competition among mobile network providers in Vietnam will become more and more intensive for the next several years. In such a situation, how to retain and attract customers has become more important than ever for the mobile network providers. For most companies, providing satisfied experience for customers by offering high service quality has a direct impact on their future revenue streams. Characterized by age, with thousands of new students enrolling every year, college students could be considered as a potential market segment for network providers in Vietnam. Therefore, this study aims at identifying the major dimensions constituting service quality as well as the relationship with customer satisfaction in the case of college students in Thai Nguyen city.
Three service quality dimensions in the case of mobile network service were taken into consideration, namely, interaction quality, connection quality, and content quality; in addition, each dimension of service quality was proposed to affect customer satisfaction. This study used 5-point Likert rating scale in questionnaire to elicit responses from 400 students attending the universities in Thai Nguyen City. The Structural Equation Modeling (SEM) then was used for analyzing.
Findings of this study revealed that the three proposed dimensions, e.g., interaction quality, connection quality, and content quality all positively affect the students’ satisfaction in this study. Specifically, the interaction quality has the greatest positive influence on customer satisfaction, followed by connection quality and content quality, respectively. In addition, the results also demonstrated that customer satisfaction level and the perception of service quality were not different among specific demographic groups, namely gender, religion, household income, or household size.

並列關鍵字

service quality ； mobile service provider ； college student ； Vietnam ； SEM

參考文獻

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