大台北地區ＡＤＳＬ寬頻上網服務品質、顧客滿意與產品屬性之研究

Abstract

隨著國內電信自由化，政府開放了民營業者經營固網業務，打破以往由中華電信一家經營的獨占市場，從而開啟了相互競爭的局面。在面對競爭激烈的環境下，如何避免價格競爭，改善服務品質提高顧客滿意度，以取得非價格的競爭優勢已成為電信業者在經營管理、永續發展上不可忽略的關鍵課題。 本研究經由文獻探討後，以Parasuraman,Zeithaml and Berry三位學者在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，同時採用其於1988年發展出之SERVQUAL量表針對國內固網業者所提供之ADSL寬頻上網服務進行研究。 本研究旨在探討ADSL寬頻上網服務品質、產品屬性構面之組成、顧客期望與認知及滿意度，藉由問卷調查蒐集大台北地區ADSL使用者基本資料、服務品質、滿意度、產品屬性等資料後，進行資料分析，先以因素分析萃取出服務品質及產品屬性之構面，再透過變異數分析、雪費多重比較分析、迴歸分析、相關分析進行各項檢定，另外以「重要性-績效分析」法繪製出服務品質屬性座標圖，以提供業者作進一步的行銷規劃。 研究結果顯示，對於固網業者提供之ADSL寬頻上網服務的服務品質，「顧客期望的服務品質」高過於「顧客認知的服務品質」。另外顧客人口統計變數在服務品質、顧客滿意、產品屬性上有顯著差異，三者之間亦呈現顯著相關。

With the telecommunication liberalization in Taiwan, the government releases the fixed network business to persons, which breaks the monopoly status of fixed network market in Taiwan and creates the new competitive environment. It is the critical task for telecommunication operators to avoid price competition and improve service quality / customer satisfaction to gain advantages of non-price competition. After reviewing lots of articles about concerning service quality, I use the theory of “Service Quality Model”, which was provided by Parasurman, Zethaml and Berry in 1985 and 1994. The SERVQUAL scale that developed by Parasurman, Zethaml and Berry in 1988 is also adopted. The purpose of this research is to investigate the key factors of ADSL service quality / product attributes, customer expectations, and perception and satisfaction. The data were collected from consumers who attended the computer exhibition. After basic analyzing the data of questionnaires, I reward the service quality character evaluation picture with “Important-Performance Analysis” to offer the guidance towards telecommunication operators for marketing planning. The results of this research are as the following：（1）the service quality performance that customer expected is better than the service quality performance customer perceived；（2）in demography ,there are significantly difference of service quality, customer satisfaction and product attributes；（3）there are significantly relationship of service quality, customer satisfaction and product attributes.