台灣行動電話顧客滿意影響因素之研究 -以大台北地區為例-

Abstract

台灣電信的自由化使民營行動電信公司可以成立，促成行動電 話 市場，從以前中華電信獨占的市場，變成開放民營競爭的時代。 顧客 的滿意於否是永續經營的關鍵，因此本研究針對行動電話服務 公司， 探討其顧客滿意、服務品質的意涵及相關性。 本研究共 分為五個章節，第一章緒論主要在說明本研究之研究 背與動機， 研究目的及範圍；第二章別針對服務業分類、顧客滿意 及服務品質三 者的國內外相關文獻進行探討；第三章為研究方法， 本研究是以大台 北地區行動電話使用者為研究對象，並使用問卷調 查法進行抽樣，資 料分析方法，則利用因素分析(Factor Analysis)、變異分析(ANOVA)及迴 歸分析(Regression Analysis)進行各假設的 檢定；第四章解釋資料分 析的結果；第五章則針對分析提出結論與 建議。本研究的研究發現歸 納為以下四點： 一.顧客滿意與服務品質呈顯著 正相關。 二.顧客滿意與通信品質呈顯著正 相關。 三.顧客認知的行動電話服務水準與 期望服務水準有顯著差異。 四.顧客特徵變項，對行動電話服務的 整體滿意度，除性別外無顯 著差異。 Due to the liberty of Taiwan mobile telecommunication market, the market form CHT monopolization shifts to open and competitive time. Customer satisfaction is the key factor to run the new growing mobile telecommunication market. This research, aimed at mobile service company in Taipei metropolis, is to explore the affected factor customer satisfaction and correlation among customer satisfaction, quality and telecommunication quality. This paper is organized as the following 5 chapters. Chapter 1 describes the background, motivation, purpose and the range of this research. Chapter 2 explores the three concerned terms: service classification, service quality and customer satisfaction by reviewing relative literature. Research method is explained in chapter3, the research is aimed at mobile customer in Taipei City & county, form that samples were drawn by questionnaire, and the resulting data were analyzed by statistical approaches including Factor Analysis, ANOVA and Regression Analysis. Chapter 4 reports the results of the analysis. Chapter 5 presents conclusions and recommendations.The findings of this research can be concluded as follows:1. A significant positive correlation was found between service quality and customer satisfaction.2. A significant positive correlation was found between telecommunication quality and customer satisfaction.3. A significant correlation between customer expectations and performance in mobile service.4. Correlation in customer satisfaction will not affected by population statistics except agenda.