服務品質、顧客滿意度、顧客忠誠度關係之實證研究－以行動電信業為例

The Empirical Study of the Relation among Experiential Service Quality, Customer Satisfaction, and Customer Loyalty: The Sample of Telecom Industry

廖焜熙(Kun-Hsi Liao)

《International Journal of Lisrel》 5卷1期 (2012/03) Pp. 50-71

https://doi.org/10.30063/IJL.201203.0003

摘要

本研究主要探討行動電信業之服務品質、顧客滿意度、顧客忠誠度之關係，運用線性結構模式（SEM）之統計方法，驗證各構面間之因果關係，並對模型進行配適度檢驗。本研究以台灣地區用戶600人為研究對象，以線性結構關係模式（LISREL）為研究方法。資料分析結果發現：（1）服務品質對顧客滿意度有顯著的正向影響，（2）顧客滿意度對顧客忠誠度有顯著的正向影響，（3）服務品質亦透過顧客滿意度，間接影響顧客忠誠度。此結果建議電信業者應透過加強服務品質，來提升顧客滿意度，進而維持整體民眾的忠誠度。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； 電信業 ； 線性結構關係

並列摘要

The study focuses on the relationship among service quality, customer satisfaction, and customer loyalty. The SEM approach was used to investigate the causal relationships between the above constructs and identified the fitness of the model. The study selected six hundred customers in Taiwan area as its samples, and adopted the linear structure relationship (LISREL) as a statistic method. The results of this study are summarized as follows: (1) Service quality has significant positive influence on customer satisfaction. (2) Customer satisfaction has significant positive influence on customer loyalty. (3) Service quality has an indirect effect on customer loyalty through customer satisfaction. In conclusion, the telecommunication industry ought to maintain its customer loyalty by improving its customer satisfaction and service quality.

並列關鍵字

service quality ； customer satisfaction ； customer loyalty ； telecom industry ； Lisrel