第三代行動通訊的知覺品質、知覺犧牲、知覺價值、顧客滿意度、顧客忠誠度對再購意願的影響研究 - 以大台北地區為例

A STUDY ON RELATIONSHIPS AMONG QUALITY PERCEPTION, SACRIFICE PERCEPTION, VALUE PERCEPTION, CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND REPEATED PURCHASE INTENTION FOR 3rd GENERATION MOBILE - IN TAIPEI AREA

溫蕙新(Hui-hsin Wen)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

台灣行動電話市場日趨飽和，業者面臨激烈的競爭，新客戶的開發日益困難，因此各家業者無不提供更好的服務品質，或利用各種加值服務來提升顧客滿意度以及對產品的知覺價值，以進一步創造忠誠的顧客。過去研究多探討滿意度、知覺價值、服務品質對忠誠度的影響關係，本研究再進一步探討忠誠度對再購意願的影響。
本研究以3G用戶為受試對象，以便利抽樣方式收集資料，資料200份，回收185份，有效問卷為160份，有效回覆率為80%，利用信度分析和迴歸分析的分析方法，所得之重要結論如下：
1.支持假設H1：知覺品質對知覺價值有顯著的正向影響。
2.不支持假設H2：知覺犧牲對知覺價值沒有顯著的負向影響。
3.支持假設H3：知覺價值對顧客滿意度有顯著的正向關係。
4.支持假設H4：顧客滿意度對顧客忠誠度有顯著的正向影響。
5.邊際地支持假設H5：顧客忠誠度對再購買意願有顯著的正向影響。

關鍵字

第三代行動通訊

並列摘要

ABSTRACT

Taiwan mobile phone market becomes more saturated, the industry is facing intense competition, the development of new customers become increasingly difficult as each service provider is therefore to provide a better service quality, a variety of value-added services to enhance customer satisfaction and value perception of products to further the creation of customer loyalty. Basing on the past research focusing on the relationship between satisfaction, value perception, service quality loyalty, this study further explores the impact of loyalty on repeated purchase intention.
In this study, we choose 3G users as subject. We sent out 200 copies of questionnaires to the customers of the four service providers. 180 responded, a 80% effective response. We use SPSS 14.0 statistical soft package to do regression analysis, The conclusions are as follows:
1.Perceived quality has a significantly positive impact on perceived value.
H1 is supported.
2.Perceived sacrifice has a significantly negative impact on perceived quality.
H2 is not supported.
3.Perceived value has a significantly positive impact on customer satisfaction.
H3 is supported.
4.Customer satisfaction has a significantly positive impact on customer loyalty.
H4 is supported.
5.Customer loyalty has a significantly positive impact on repeated purchase intention H5 is supported.

Key words: Perceived Quality, Perceived Sacrifice, Perceived Value, Customer Satisfaction, Customer loyalty and Repeated Purchase Intention

並列關鍵字

QUALITY PERCEPTION

參考文獻

蔣政良 知覺價值顧客滿意度與顧客忠誠度之相關研究－以國內五大車廠為例

杜明南，建築業服務品質、服務價值、知覺犧牲、滿意度與顧客行為意向之相關性

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