隨著全球電信業自由化與電子產品數位化趨勢,國內電信業者同樣也進入激烈競爭的時代,對目前幾近飽和的手機業者而言更是如此。因此,為了取得在手機市場的競爭優勢,就是要在目標族群向下扎根,了解消費者並滿足客戶的需求,以提升忠誠度進而增加市場佔有率。 本研究探討ECSI模型下變數之間的關係。本研究以競爭激烈的手機作為探討主題,以使用頻率最高的大學生為研究對象,並進行實證分析。本研究結果如下:(1)企業形象對於顧客期望、顧客滿意與顧客忠誠有顯著正向關係。(2)顧客期望對於知覺品質、知覺價值與顧客滿意有顯著正向關係。(3)知覺品質對於知覺價值與顧客滿意有顯著正向關係。(4)知覺價值對於顧客滿意有顯著正向關係。(5)顧客滿意對於顧客抱怨存在負向關係(6)顧客滿意對於顧客忠誠有顯著正向關係。(7)顧客抱怨對於顧客忠誠存在負向關係。
With the tendency towards global telecommunication liberalization and electronic product digitization, the telecommunication industry in Taiwan enters a competition era as well, especially in the cellular phone market that is approaching saturation. Therefore, in order to enhance loyalty and increase marketing share, the strategies are to focus on the target customer groups, to meet customers’ needs and to satisfy customers’ demands. The research adopts ECSI model to discuss the relationship among variables. The object of this research is the cellular phone market. We choose college students, who are the most major cellular phone users, as the research subjects. We use SPSS 14.0 to do statistical analysis. The findings are as following:(1) Image has positively direct influence on Expectations, Customer Satisfaction and Customer Loyalty. (2) Expectations have positively direct influence on Perceived Quality, Perceived Value and Customer Satisfaction. (3) Perceived Quality has positively direct influence on Perceived Value and Customer Satisfaction. (4) Perceived Value has positively direct influence on Customer Satisfaction. (5) Customer Satisfaction has negatively direct influence on Complaints. (6) Customer Satisfaction has positively direct influence on Customer Loyalty. (7) Complaints have negatively direct influence on Customer Loyalty. Keywords: Customer Satisfaction and Loyalty ACKNOWLEDGEMENTS This student deeply expresses his greater gratitude to all those who have helped directly and indirectly in completing his thesis. In the first place, I would like to extend my special thank to my thesis advisor, Prof. Hsien-Che Lee (李賢哲), for his splendid guidance and continuous encouragement throughout the entire period of research, and his generosity and erudition set up as a role model for me to follow and emulate. A respectful acknowledgement is also present to other members of my thesis committee, Prof. Nan-Hong Lin (林南宏) and Prof. Yun-Huan Li (李昀寰), for their valuable and helpful suggestions. Next, this student wishes to thank those who filled the questionnaires. Equally, this student desires to express his appreciation to all of his dear friends in GB2 in Tatung University MBA for helping his reap a fruitful his graduate school life. Finally, this student wants to thank his parents, Tsang-Jou Li(李滄洲)and Huei-Ju Ding(丁慧珠), for their continuous support and encouragement. For all the people mentioned above, thank you again.
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