互動式多媒體提供者之產品品質、企業形象及服務品質對顧客滿意度及忠誠度之影響

Does Product Quality, Enterprise Image, Service Quality of Interactive Multimedia Service supplier effect Customer Satisfaction and Customer Loyalty?

顏宏陞(Hung-Shang Yen)

指導教授 ： 陳永信

亞洲大學/管理學院/經營管理學系碩士班/碩士(2010年)

摘要

隨著電信和網路的快速發展，也引發了一場新的多媒體服務的戰爭。消費者會如何選擇對於使用習慣和普遍的第四台及新進市場的隨看隨選互動式多媒體(MOD)，而業者的競爭重心應在何處？
近幾年來，顧客忠誠度已是企業的發展的中心之一，因此本研究旨在探討多媒體提供者的企業規模、顧客滿意度對顧客忠誠度關係之干擾效應，希望透過本研究能提多媒體市場的業者能規劃未來發展方向及參考價值。
此研究在建立理論模型之後，利用AMOS進行分析，而研究結果顯示產品品質、服務品質及企業形象對顧客滿意度有正相關的關係存在，而顧客滿意度在企業形象和顧客忠誠之間有中介效果，在企業規模上對顧客滿意度和顧客忠誠度方面，證實是有沒有干擾效應的存在，因此推論大企業即使投入大量資源、提供了較方便的產品，仍無法有交改變現有市場。而經由本研究可得知產品品質、服務品質及企業形象對顧客而言是選擇商品的考量的重要因素之一，進而產生良好感覺及滿意度，最後形成顧客忠誠度。

關鍵字

互動式多媒體 ； 企業形象 ； 顧客滿意度、顧客忠誠度

並列摘要

Nowadays, the vigorous development and the progress of telecommunication and network, also has caused a new multimedia service competition. How the consumers choose between cable television and Multimedia on Demand (MOD).
In recent years, customer loyalty becomes the most important base for the enterprise, the study are focused on moderating effect of the enterprise size in the relationship linking enterprise image , satisfaction and customer loyalty. Also hope this study could have any value for the multimedia service suppliers.
Data analysis is performed by AMOS software package to build a theoretical framework. The findings is that product quality, service supplier and enterprise image has positive influence in customer satisfaction, also customer satisfaction has mediating effect on the link between enterprise image and customer loyalty. The channel enterprise size doesn’t exert a moderating effect on the customer satisfaction and customer loyalty. This finding provides that even enterprise have more resources, it still couldn’t affect the market. Overall, this study provides a business implication that customers’ perception on the operations advantage can be a determinant of their loyalty toward the company.

並列關鍵字

Interactive Multimedia ； Enterprise Image ； Satisfaction, Loyalty

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