大台北地區行動電話系統直營門市服務品質、顧客滿意與顧客忠誠度之研究

Abstract

隨著我國電信自由化之後，政府開放了民營業者經營行動通信業務，各家業者彼此競爭激烈的結果提升了通信品質也降低了通信費用，不過業者也面臨到顧客忠誠度低的問題，所以業者積極的改善服務品質以期獲得顧客滿意以及顧客的支持。 本研究經由文獻探討後，以Parasuraman等學者在1985年所提出的服務品質差距模式以及在1994年所提出的特定交易模式建立研究架構，同時以其SERVQUAL量表針對國內行動電話系統直營門市進行研究，並進行相關假設之檢定。同時本研究也從顧客認知的觀點來衡量服務品質，試圖找出適合衡量國內行動電話系統商直營門市服務品質的方式，以供後續研究者的參考。 研究結果顯示，對於行動電話系統直營門市所提供的服務品質，「顧客期望的服務品質」高過於「顧客認知的服務品質」。另外，「顧客滿意」與「顧客忠誠度」間呈現正向的顯著關係。最後，在衡量國內行動電話系統商直營門市服務品質的方式上，本研究發現是以顧客認知觀點來衡量服務品質較為適當。

With the telecommunication liberalization of our country, the government release the telecommunication business to persons. The results of competition improve the communication quality and reduce the customer loyalty problems. In order to solve these problems, the mobile phone system companies try to improve the service quality that can approve customer satisfaction and acquire customer’s advocacy. The research framework is based on the models that provided by Parasuraman, Zeithaml and Berry in 1985 and 1994. The SERVQUAL measurement that developed by Parasuraman, Zeithaml and Berry in 1988 is also adopted. In order to find the better measurement of mobil phone system direct shop’s service quality, research also adopt customer perceive perspective that can compare with PZB’s perspective. The findings in this research are as the following：(1) in the mobile phone system’s direct shop, the service quality performance that customer expected is better than the service quality performance customer perceived；(2) customer satisfaction has significant positive relationship with customer loyalty；(3) the proper measurement perspective in measuring service quality of mobile phone system’s direct shop is perceived perspective.