智慧型手機之產品品質、顧客滿意度及顧客忠誠度分析

Abstract

近年來智慧型手機（Smart Phone）市場成長快速，龐大的商機帶來可觀的利潤，各家手機廠商都不斷的推出新型智慧型手機，以搶得市場先機。然而，手機廠商須擁有比他牌手機廠商更高的市場敏感度，才能快速提升產品品質、顧客滿意度及顧客忠誠度。因此整合智慧型手機之產品品質、顧客滿意度及顧客忠誠度等資訊十分重要，如此廠商才能精準的掌握到顧客對產品品質的期望及改善方向。本研究之主要目的是發展智慧型手機品質、顧客滿意度及顧客忠誠度量表，然後利用因素分析將多個產品品質問項縮減成七個重要的品質構面，分別為特性、可靠性與耐久性、美觀度、產品形象、績效、可服務性及一致性等構面。再利用迴歸分析來探討智慧型手機品質、顧客滿意度及顧客忠誠度間的關聯性。分析結果發現智慧型手機品質對顧客滿意度有顯著正向影響，顧客滿意度對顧客忠誠度亦有顯著正向之影響。最後，本研究透過集群分析發現多數持有Samsung智慧型手機之使用者雖然對於他們所擁有的手機外觀很滿意，但若手機價格提高，使用者就可能不會再度進行購買；此外，研究結果也顯示多數持有Sony及HTC智慧型手機的使用者對於手機系統處理速度較為不滿；而多數持有Apple智慧型手機之使用者則是對於該產品品質及整體滿意度皆較其他品牌之使用者來得高。

The rapid growth of the smart phone market brings huge profit to smart phone companies. In order to increase the competitiveness ability, smart phone companies need to continuously upgrade their smart phones. In addition, smart phone companies must also enhance their product quality, customer satisfaction and customer loyalty. Consequently, integrating the product quality, customer satisfaction and customer loyalty of smart phones become an important issue. By doing so, customer expectation of the quality of smart phone can be improved efficiently. The goal of this study is to develop a questionnaire to explicitly measure product quality, customer satisfaction and customer loyalty of smart phones. By employing factor analysis, the questions related to product quality is reduced to seven quality perspectives, including features, reliability and durability, aesthetics, perceived quality, performance, serviceability and conformance. Regression analysis is utilized to study the relationship between product quality, customer satisfaction and customer loyalty of smart phones. The results indicate that the product quality of smart phone has significant influence on customer satisfaction. Also customer satisfaction has significant influence on customer loyalty. Through cluster analysis, it appears that many users of Samsung smart phones satisfied the look of their smart phones. However, as long as the selling price of Samsung smart phone rises, the users may not repurchase the same phone. Lots of Sony and HTC smart phone users did not satisfy the speed of their smart phone system. Many Apple smart phone users have quite high satisfaction with their phones.