Translated Titles

The Research between Personality Traits and Service Quality of Mobile Communication Product:Demographics as Moderators



Key Words

人格特質 ; 和善性 ; 服務品質 ; 人口統計變數 ; 行動通訊 ; personality traits ; agreeableness ; service quality ; demographics ; mobile communication



Volume or Term/Year and Month of Publication


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Chinese Abstract

隨著社會生活型態改變以及資訊科技的蓬勃發展,行動通訊產品日漸普及化,其產品功能與種類也趨向多元化、智慧化,這項改變不僅增加了大眾對行動通訊產品的依賴程度,也增加了大眾與行動通訊產品服務據點的接觸次數,進而使得行動通訊產業之間的競爭趨於白熱化。   如何在這競爭激烈的環境下生存並永續經營,「顧客」是最重要的一個環節,如何與顧客建立長久良好的關係,則視乎服務品質優良與否,然而,行動通訊產業應該給予顧客何種服務才能使顧客的感受良好,瞭解顧客的想法便是其主要關鍵。   由於不同的顧客擁有不同的人格特質,而個別的人格特質會造成感受服務品質的結果有些許差異;此外,在過去文獻中,許多學者以人格特質理論結合SERVPERF理論作為探討服務品質之研究模式,並無增加其它影響因素進行深入探討,本研究認為人口統計變數亦為影響因素之一,因此以人口統計變數為干擾變數,探討人格特質與服務品質之間的干擾效果,希望能藉由行動通訊產業中的顧客,了解具有何種人格特質與生活背景的顧客對於服務品質的感受程度會有何種影響。   本研究採用五大人格特質之和善性構面為其衡量變數,而服務品質則採用SERVPERF理論,其構面分別為有形性、可靠性、反應性、保證性及同理性五個構面。在資料蒐集上採用問卷調查法,以行動通訊產品服務據點的顧客為研究對象,總樣本數為415份,並利用SPSS與AMOS統計分析軟體來進行結構方程模式分析並驗證假說。   研究結果顯示:(1)人格特質之和善性構面對SERVPERF之五個構面皆有顯著正向影響。(2)在顧客的人口統計變數之個人月平均所得對SERVPERF中的可靠性、反應性、保證性及同理性四個構面具有干擾效果。   根據上述實證結果,行動通訊產業在提供服務時可因應不同的人格特質和個人月平均所得的顧客,調整自身服務態度並給予不同的服務方式,如此便能讓顧客感受到優良的服務品質,業者亦能輕易的掌握顧客,進而達到永續經營的目標。

English Abstract

The mobile communication product universal with time as the changes of socially life style and the huge improvement of information technology. The function and category also become diversification and wisdom. This change not only increased people relying mobile communication product but also increased the contact mobile communication product retail stores. Those attachments activate the competition of the mobile communication industry.   The customer is the most important key to live and sustainable operation in this situation which full of competition. And the good service qualities can build the long time and excellent relation with customers. However, to understand the thought of customers is the major key to comfort customers.   Because different customers have varies personality traits. The personal personality traits will cause little diversity of the feel to service qualities. Besides, many scholars use the SERVPERF which combine personality traits theory as the research module to discover service qualities and without others influential factors. This research also thinks the demographics also being the one of influential factor. As result, the research as the demographics to be the moderating variables to discover the moderate effect between the personality traits and service qualities. We also want to realize customers of mobile communication having specific personality traits and living background will make what kinds of influence to the feeling of service qualities.   This study adopted agreeableness of Five-Factor model(FFM)as measure variable. To assess service quality, we use SERVPERF scale, including tangibles, reliability, responsiveness, assurance and empathy five dimensions. Using questionnaire survey to collect data, and the targets of this study is those customers in mobile communication product retail stores, and the total number of the sample is 415 pieces. By using SPSS and AMOS methods make a Structural Equation Modeling(SEM)to substantiate the hypothesis.   The results indicated that: (a) Agreeableness of personality traits have a positive significant impact on SERVPERF scale. (b) The income of customers' demographics has interfered with reliability, the responsiveness, assurance and empathy of SERVPERF.   According to the result, the mobile communication can adjust the service attitude and give several kinds of service when serving different personality traits and income of clients. This way not only let the customers get the great service qualities but also handle the customers easily, and achieve the goal of sustainable operation.

Topic Category 管理學院 > 科技管理研究所
社會科學 > 管理學
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