近年來,由於政府開放電信市場自由化後,行動電話業發展迅速,整個行動電話市場的競爭更為激烈。以及科技的發達,使得行動電話已成為現今人類生活的必需品,而台灣行動電話的普及率則高居世界第一。隨著電信市場的開放與競爭的增加,行動通訊系統業者不但要吸引新客戶,更重要的是如何留住舊有的客戶。因為吸引新客戶的成本遠高於留住舊有客戶所需的成本,因此業者如何提高消費者對於公司的忠誠度則成為經營上的重要課題。且Fredericks and Salter(1995)認為顧客滿意並無法提高公司的營業收入或利潤,但顧客忠程度則對公司實質的營收有明顯的影響。 本研究利用問卷的方式,以北部台北與桃園地區行動通訊系統用戶為調查對象,以LISREL為研究方法來分析服務價格、服務品質、顧客價值、顧客滿意、轉換成本與忠誠度之間的關係。 研究結果發現:(1) 服務價格對服務品質有正向的關係;(2) 服務價格對顧客價值有負向的關係;(3) 服務品質對顧客滿意有正向的關係;(4) 顧客價值對顧客滿意有正向的關係;(5) 顧客價值對忠誠度有正向的關係;(6) 顧客滿意對忠誠度有正向的關係;(7) 轉換成本對忠誠度有正向的關係。以及顧客價值、顧客滿意與轉換成本對於忠誠度有正向且直接的關係,而服務品質則透過顧客滿意對於忠誠度有間接的影響性。
Recently, the Government has liberalized the telecommunication industry, so the development of the telecommunication industry has been swift, and the competition in the Taiwan market has increased. The prosperity of technology made mobile phone become necessary in our daily life, and the popular rate for mobile phone in Taiwan is number one in the world. The mobile phone service proprietor must know how to retain old customers and attract new customers. Because the cost of attracting new ones is more than the cost of retaining old ones, so how to increase the loyalty is important for the corporation operation. Moreover, Fredericks and Salter(1995)considered that customer satisfaction can’t increase the profit and benefit, but loyalty can increase the profit obviously. The article used the questionnaires to survey the customers who have used the mobile telecommunication service, the customers are in Taoyuan and Taipei. Analyze the relationship of service price, service quality, customer value, customer satisfaction, switching cost and loyalty by LISREL. The variables have the relationships:(1) service price and service quality is positive;(2) service price and customer value is negative;(3) service quality and customer satisfaction is positive;(4) customer value and customer satisfaction is positive;(5)customer value and loyalty is positive;(6) customer satisfaction and loyalty is positive;(7)switching cost and loyalty is positive. Customer value, customer satisfaction and switching cost influenced loyalty directly, and service quality influenced loyalty indirectly through customer satisfaction.