九十年七月一日固網開放後,網路接取產業正式進入全面競爭的時代,業者為了有效擴大市佔率,利用各式媒體廣告不斷,價格競爭已呈現白熱化態勢。各大業者無不積極爭取新顧客及討好舊顧客,然而如何維持既有客戶以提升未來企業獲利的可能,將成為企業行銷活動的重要課題。企業只要成功地降低顧客流失率(customer defection ratio),將可提升25%到85%的利潤。因此,企業開始專注於建立長期與有利可圖的顧客關係,以創造出忠誠的顧客,並維持顧客的忠誠。本研究欲以台北地區的一般網路用戶為研究對象,探討網路接取業者與顧客的關係,及業者的服務品質對顧客忠誠度的影響。
Full competition in the IAP industry started since the opening for private operations of the fixed network service on 1 July 2001. Service providers keep advertising to expand market share, and price competition has become white-hot. Though they struggle for new customers and please old customers with all might, how to retain existing customers to enhance future profitability will become a major marketing issue. While enterprises that can successfully reduce customer defection ratio can boost profit by 25-85%, they begin to establish long-tern and profitable customer relations to create loyal customers and maintain customer loyalty. This study thus investigated the relationship between IAPs and customers and the influences of service quality on customer loyalty through a case study of Taipei.