大台北地區行動電話用戶對其系統商滿意度與忠誠度之研究

Abstract

我國電信業務，在行動電話業務、低階無線電話業務、固定網路服務之相繼開放下，已完成我國電信市場全面自由化之目標。由於，民營業者的相繼投入，不斷地推出新產品及低價促銷專案，使得國內行動電話市場競爭日益激烈，用戶流失率亦相對提高，而競爭課題轉而重視如何留住其既有的用戶。因此，了解現有行動電話用戶對其系統商之滿意度及忠誠度，已成為各系統商競相努力課題。本研究針對此課題，探討用戶人口統計變數對其系統商之重視度、滿意度及忠誠度間之差異，以及滿意度與忠誠度之關係，藉以了解各系統商之顧客滿意因素現況，以供實務管理及後續研究者之參考。 本研究考量行動電話產業特性及服務現況，依據Fornell學者於1992年提出之「顧客滿意瑞典模式」及Martilla & James學者於1977年提出之「重要性- 績效」分析，以問卷調查方式，對大台北地區使用行動電話用戶進行研究。 獲致研究結果: □ *顧客人口統計變數對顧客滿意構面的重視程度、滿意程度及忠誠度皆有顯著差異; □ *用戶對不同系統商之滿意程度及忠誠度亦有顯著差異; □ *顧客滿意構面與整體顧客滿意度，及整體顧客滿意度與顧客忠誠度之關係皆為顯著正相關。 另外，由顧客滿意因素現況分析得知，各系統商具備之競爭優勢、過度重視、優先改善及次要改善的因素，可供各系統商調整其經營管理之參考，進而提升其用戶之滿意度及忠誠度。

Telecom liberaliztion has been a goal of our Nation’s Telecom regulatory policy. This goal was reached after the licence release of mobile phone service, low power radio frequency service, and fixed network service. Competitions among operators resulted in the launches of new products and low price promotions. Subscriber chuck rates were escalating. Satisfaction and loyalty become prominent factors in competitive advantage. Therefore it is important for the operators to understand his subscribers satisfaction and loyalty. This research aims at this topic to study the degrees of difference in subscribers’ expectation, satisfaction, and loyalty when considering customer satisfaction dimensions with respect to different segment of subscribers. By the relevancy between satisfaction and loyalty, and by understanding each operator’s customer satisfaction factor, conclusions will then be deduced for management practice and future study reference. This study considered the industry characteristics and operators’ current services as measurement factors. The research framework was based on two models: “Customer Satisfaction Index” by Fornell in 1992, and “Importance-Performance Analysis” by Martilla & James in 1977. A questionnaire was then developed to extract the needed data from subscribers in Great Taipei Area, including Taipei City and Taipei County. After extensive statistical analysis of the collected questionaires, the following results can be summarized: □ *Significant difference existed in subscribers’ expectation, satisfaction, and loyalty when considering customer satisfaction dimensions with respect to different segment of subscribers. □ *Significant difference existed in subscribers’ satisfaction and loyalty by different operator. □ *Customer satisfaction is positively relevant with customer satisfaction dimensions. And, customer loyalty is positively relevant with customer satisfaction. Furthermore, by analyzing customer satisfaction factors, this research provides each different operator with recommendations on his competitive strength, possible overkill, concentrate, and low priority factors. These recommendations will contribute to each of the operators in adjusting his business strategy and management, thus improving his customer satisfaction and loyalty.