網路電話使用者之滿意度研究

Abstract

網路電話為一個非常有潛力的新興電信市場，網路電話的興起，改變了整個電話網路的生態，由於網路電話直接影響到電信業者長途、國際、行動電話語音的業務，而這三項業務則占電信廠商營收的最大比重，因此嚴重衝擊了傳統電信產業的生存空間。根據America’s Network在2003年11月15日的一份報導指出：目前全世界語音通話業務，約有30%~50%為網路電話業務(VOIP traffic)，且約有90%的國際語音業務是透過網路封包(IP packets)所傳送，足可見網路電話市場的潛力。因此，本研究將針對網路電話使用者對於網路電話產品服務屬性的重視度與滿意度做更進一步的探討，以利網路電話業者或有意進入網路電話市場的業者在訂定行銷策略時的參考。

本研究依據國內外相關文獻，得到22項網路電話產品服務屬性，並使用因素分析，將網路電話產品服務屬性分為7個構面，分別為：「通話成本因素」、「聲音傳輸品質因素」、「一般附加功能因素」、「操作與安全性因素」、「進階加值服務功能因素」、「後端服務的整合性因素」與「企業形象因素」。而後使用顧客整體滿意度為依變數，7項網路電話產品服務屬性因素為自變數，進行主成分逐步迴歸分析，得到共有6項構面因素顯著，分別為：「通話成本因素」、「聲音傳輸品質因素」、「一般附加功能因素」、「進階加值服務功能因素」、「後端服務的整合性因素」與「企業形象因素」。

本研究使用Marr (1986)的重要程度／績效水準分析衡量模式評估圖(Importance／ Performance Analysis Model)，分別針對MSN、PChome-Skype與Yahoo Messenger(即時通)這三家網路電話業者並調查其顧客對於22項網路電話產品服務屬性的重視程度，與他們所知覺的網路電話產品服務屬性與滿意度平均分數予以標準化，本研究將顧客滿意度視為網路電話服務業者的績效水準，並以此為橫座標，顧客重視度為縱座標，分別描繪出這三家網路電話服務業者的「重要程度─滿意程度座標圖」，評估圖確立了四種績效推動力與因應不同市場的行動，並期可作為網路電話業者改善服務品質或產品屬性之用。

VOIP telephone is an oncoming potential market. The rising of VOIP telephone changed the whole environment of telephone network. VOIP telephone influenced directly the business of the long-distance, international and mobile phone which account for the most revenue of traditional telephone companies, so VOIP telephone threatened seriously the existence of traditional telephone industry. According to a report of America’s Network on November 15, 2003, about 30%~50% of whole world voice telephone business were VOIP traffic, and about 90% of international voice telephone business were delivered by IP packets. As a result, this study will discuss the VOIP customer value and satisfaction in depth to provide those VOIP telephone corporations or who intend to enter the business with references in making marketing strategy.

This study which based on domestic and overseas studies obtained 22 VOIP telephone attributes. Wu distributed the 22 VOIP telephone attributes into 7 factor attributes by using Factor Analysis. There were cost factor, voice of quality factor, general added function factor, operation and security factor, high-level function factor, integrated services factor and company image factor. We proceeded Principle Components Stepwise Regression Analysis using whole customer satisfaction as dependent variable, 7 factor attributes as an independent variable, then obtained 6 factor attributes significantly which were cost factor, voice of quality factor, general added function factor, high-level function factor, integrated services factor and company image factor.

This study adopted Marr’s (1986) Importance／ Performance Analysis Model. We standardized the 22 value and satisfaction attributes of VOIP customer (MSN, PChome-Skype and Yahoo Messenger). This study considered customer satisfaction as the VOIP telephone corporations’ performance. We used customer satisfaction as the x-coordinate, customer value as the y-coordinate to plot MSN, PChome-Skype and Yahoo Messenger’s “Importance／ Performance coordinate plot”. Analysis model plot established firmly four kinds of performance motive forces and provided those VOIP telephone corporations to improve their service quality and product attributes by different market.