Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/54764
|
| Title: | 電信商提供適地性服務對消費者服務品質、顧客滿意度和顧客忠誠度的影響-以中華電信為例 |
| Authors: | 陳宛渝
Chen,Wan Yu |
| Contributors: | 吳豐祥
陳宛渝
Chen,Wan Yu |
| Keywords: | 電信商
適地性服務
服務品質
顧客滿意度
顧客忠誠度
telecommunication oprators
location-based service
service quality
customer satisfaction
customer loyalty |
| Date: | 2011 |
| Issue Date: | 2012-10-30 11:43:40 (UTC+8) |
| Abstract: | 3G 行動網路的發展和智慧型手機銷售量的大幅成長之助力下,使得全球適地性服務進入多元化的發展階段。而處於萌芽期的台灣適地性服務市場,近年來,隨著傳統語音服務業務的飽和,電信商紛紛希望藉由提供行動加值服務開創新的商機,於是行動加值服務中的適地性服務成了新的發展契機。
本研究認為適地性服務亦屬於服務的一類,但與一般實體服務業、線上購物的服務類型有所差異,故選擇以消費者直接接觸的電信商提供之適地性服務軟體 為研究對象,探討服務品質、顧客滿意度、顧客忠誠度的影響及其關係。以中華電信為研究對象,針對曾經參與適地性服務軟體開發的人員進行深度訪談,並根據質性研究的結果設計量化問卷及建立假設。本研究將問卷連結張貼於電子佈告欄系統的相關討論區,共取得 253 份有效問卷,以 SPSS19.0 軟體進行資料統計分析,驗證假設並提出研究發現與結論建議。
本研究得到以下的主要結論:
一、消費者在服務品質之感受程度,與電信商的關鍵資源和關鍵流程有關
二、服務品質對於顧客滿意度具有顯著影響,且不同要項之影響效果不同 三、服務品質對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同
四、顧客滿意度對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 五、服務品質、顧客滿意度對於顧客忠誠度具有顯著影響,且顧客滿意度的影響
效果較高
Recently, the development of 3G mobile networks and the huge growth of smartphone, Location-based service has diverse application. In Taiwan, with the saturation of traditional voice service, oprators hope to find new opportuneities by providing mobile value-added service so Location-based service in the mobile value-added service has become a new direction of development.
This study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty of Location-based services providing from oprators. Chunghwa Telecom is the main case for this study. This study obtains information by using both qualitative and quantitative research methods: in-depth interview and online survey. In the part of qualitative interview, interviewees are those participants who have been involved in the development of Location-based service in Chunghwa Telecom. As for the part of online survey, this study uses SPSS 19.0 software to analyze 253 valid questionnaires from PTT, the largest bulletin board system in Taiwan.
After analyzing, this study comes to the following conclusions:
1. The key resources and key processes of the oprators affect the feelings of the
consumers` service quality.
2. A significant relationship exisits between service quality and customer
satisfaction, and different items have the different degree of influence.
3. A significant relationship exisits between service quality and customer loyalty,
and different items have the different degree of influence.
4. A significant relationship exisits between customer satisfaction and customer
loyalty, and different items have the different degree of influence.
5. A significant relationship exisits among service quality, customer satisfaction
and customer loyalty, and customer satisfaction have a higher degree of influence on customer loyalty than service quality.
摘要 II
ABSTARCT III
表目錄 VI
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 4
第三節 研究流程 5
第貳章 文獻探討 7
第一節 適地性服務 7
第二節 商業模式 15
第三節 服務品質 18
第四節 顧客滿意度 24
第五節 顧客忠誠度 27
第六節 小結 30
第參章 研究方法 31
第一節 研究架構 31
第二節 研究變數說明 32
第三節 研究假設 33
第四節 研究方法 35
第五節 研究限制 37
第六節 問卷設計 38
第七節 統計分析方法 42
第肆章 質化研究結果 44
第一節 質化訪談背景 45
第二節 中華電信適定性服務商業模式的建構 46
第伍章 量化分析結果 52
第一節 樣本分析 52
第二節 敘述性統計分析 55
第三節 中位數檢定 57
第四節 因素分析與信度檢定 60
第五節 相關性分析 66
第六節 迴歸分析 67
第七節 問卷研究之假設驗證 74
第陸章 研究發現與討論 75
第柒章 研究結論與建議 84
第一節 研究結論 84
第二節 研究建議 87
第三節 研究貢獻 89
第四節 後續研究的建議 90
參考資料 92
附錄 101
附錄一、質化訪談大綱 101
附錄二、問卷內容 102 |
| Reference: | 一、 英文文獻
1. Afuah, A. and Tucci, C. L. (2001), Internet Business Models and Strategies: Text and Cases, McGraw-Hill.
2. Amit, R. and Zott, C. (2001), “Value Creation in e-Business”, Strategic Management Journal, Vol. 22, No. 6-7, pp.493-520.
3. Anderson, E. W., Fornell, C. and Lehmann, D. R. (1994), “Customer Satisfaction, Market Share, and Profitability: Finding from Sweden”, Journal of Marketing, Vol. 58, No. 3, pp.53-66.
4. Barnes, S. J. (2003),” Location-Based-Service”, e-Service Journal, Vol. 21, No. 3, pp.59-70.
5. Betz, F. (2002), “Strategic Business Models”, Engineering Management Journal, Vol. 14, No.1, pp.21-27.
6. Bhote, K. R. (1996), Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitability, New York: American Management Association, pp. 31.
7. Brown, G. H. (1952), ”Brand Loyalty-Fact or Fiction?” Advertising Age, Vol. 23, pp.53-55.
8. Cardozo, R. N. (1965), “An Experriment Study of Consumer Effort, Expectation and Statisfaction”, Journal of Marketing Research, Vol. 2, pp.244-249.
9. Carliner, S. (2004), “Business Models for Training and Performance Improvement Departments”, Human Resources Development Review, Vol. 3, No. 3, pp.275-294.
10. Churchill, G. A. and Surprenant, C. (1982), ”An Investigation into the Determinants of Customer Satisfaction”, Journal of Marketing Research, Vol. 19, pp.491-504.
11. Chesbrough, H. and Rosenbloom, R. S. (2002), “The Role of the Business Model in Capturing Value from Innovation: Evidence from Xerox Corporation’s Technology Spin-Off Companies”, Industrial and Corporate Change, Vol. 11, No. 3, pp.529-555.
12. Cronin, J. J., Brady, M. K. and Hult, G. T. M. (2000), “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavior Intentions in Service Environment”, Journal of Retailing, Vol. 76, No. 2, pp.193-218.
13. Czepiel, J. A., Rosenberg, L. J. and Akerele, A. (1974), Perspectives on Consumer Satisfaction, Chicago: American Marketing Association, in AMA Educators’ Proceedings.
14. Day, R. L. P. and William, P. J. (1977), “Extending the Concept of Consumer Satisfaction in Advance in Consumer Research”, Association for Consumer Research, pp.149-154.
15. Dick, A. S. and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp.99-113.
16. Drucker, P. F. (1950), The New Society, London: William Heinemann.
17. Engel, Blackwell and Miniard (1986), “Measuring Purchase-Decision Involvement”, Journal of Psychology and Marketing, Vol. 8, No. 6, pp.147-162.
18. Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, Vol. 56, No. 1, pp.6-21.
19. Gremler, D. D. (1995), The Effect of Satisfaction, Switching Costs and Interpersonal Bonds on Service Loyalty, Arizona: Doctor of Philosophy, Arizona State University.
20. Gronholdt, L., Martensen, A. and Kristensen, K. (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences”, Total Quality Management, Vol. 11, No. 4-6, pp.509-514.
21. Gronroos, C. (1984), “A Service Quality Model and its Marketing Implications”, European Journal of Marketing, Vol. 18, No. 4, pp.36-44.
22. Hamel, G. (2000), Leading the Revolution, HighBridge Company.
23. Hamermesh, R. G. (2002), Note on Business Model Analysis for the Entrepreneur, Harvard Business School.
24. Handy, C. R. and Pfaff, M. (1975), “Consumer Satisfaction with Food Products and Marketing Service”, Agricultural Economic Report, Economic Research Service, U.S. Department of Agriculture, pp.281.
25. Hempel, D.J. (1977), Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement, Cambridge, Mass: Marketing Science Institute, in the Conceptualization of Consumer Satisfaction and Dissatisfaction, Edited by H.K. Hunt.
26. Hepworth, P. (1998), “Weighing it Up-a Literature Review for the Balanced Scorecard”, Journal of Management Development, Vol. 17, No. 8, pp.559-563.
27. Howard, J. A. and Sheth, J. N. (1969), The Theory of Buyer Behavior, New York: John Wiley and Sons Inc.
28. Jacoby, J. and Chestnut, R. W. (1978), Brand Loyalty Measurement and Management, New York: John Wiley.
29. Jacoby, J. and Kyner, D. B. (1973), “Brand Loyalty vs. Repeat Purchasing Behavior”, Journal of Marketing Research, Vol. 10, No. 1, pp.1-9.
30. Jones, T. O. and Sasser, W. E. (1995), “Why Satisfied Customer Defect”, Harvard Business Review, Vol. 73, No. 6, pp.88-91.
31. Johnson, M. W., Christensen, C. M. and Kagermann, H. (2008), “Reinventing Your Business Model”, Harvard Business Review, Vol. 86, No. 12, pp.55-59.
32. Kotler, P. (1997), Marketing Management-Analysis, Planning, Implementation and Control (9th ed.), New Jersey: Prentice-Hall.
33. Levitt, T. (1972),” Production-Line Approach to Service”, Harvard Business Review, Vol. 50, pp.41-52.
34. Loiacono, E. T., Watson, R. T. and Goodhue, D. L. (2002), Web Qual: a Measure of Website Quality, Marketing Educators’ Conference.
35. Magretta, J. (2002), ”Why Business Models Matter”, Harvard Business Review, May, pp.86-92.
36. Mahadevan, B. (2000), “Business Models for Internet-Based e-Commerce: An Anatomy”, California Management Review, Vol. 42, No. 4, pp.55-69.
37. McGrath, R. G. and MacMillan, I. C. (2000), the Entrepreneurial Mindset. Strategies for Continuously Creating Opportunity in an Age of Uncertainty, Cambridge: Harvard Business School Press.
38. Miller, A. (1977), Studying Satisfaction: Modifying Models, Elicting Expectation, Posing Problem and Making Meaningful Measurements, Cambridge, Mass: Marketing Science Institute, in the Conceptualization of Consumer Satisfaction and Dissatisfaction H. Keith Hunt.
39. Neal, W. D. (1999), “Satisfaction is Nice, but Value Drives Loyalty”, Marketing Research, Vol. 11, pp.21-23.
40. Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, Vol. 17, No. 4, pp.460-469.
41. Oliver, R. L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings”, Journal of Retailing, Vol. 57, No. 4, pp.25-48.
42. Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, Boston: Irwin McGraw-Hill.
43. Oliver, R. L. and Bearden, W. O. (1985), “Disconfirmation Processes and Consumer Evaluations in Product Usage”, Journal of Business Research, Vol. 13, No. 3, pp.495-507.
44. Osterwalder, A. (2004), The Business Model Ontology-a Proposition in a Design Science Approach, Switzerland, Dissertation: University of Lausanne.
45. Ostrom, A. and Iacobucci, D. (1995), “Consumer Trade-Offs and the Evaluation of Services”, Journal of Marketing, Vol. 59, No. 1, pp.17-28.
46. Parasuraman, A. and Grewal, D. (2000), “The Impact of Technology on the Quality-Value-Loyalty Chain: a Research Agenda”, Journal of Academic of Marketing Science, Vol. 28, pp.168-174.
47. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985), “A Conceptual Model of Service Quality and its Implication for Future Research”, Journal of Marketing, Vol. 49, pp.41-50.
48. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), “SERVQUAL: a Multiple-Item Scale for Measuring Consumer Perception”, Journal of Retailing, Vol. 64, No. 1, pp.12-40.
49. Phillip, K. H., Gus, M. G., Rodney, A. C. ans John, A. R. (2003), “Customer Repurchase Intention, a General Structural Equation Model”, European Journal of Marketing, Vol. 37, No. 11-12, pp.1762-1800.
50. Pritchard, M. P. and Howard, D. R. (1999), “Analyzing the Commitment-Loyalty Link in Service Contexts”, Journal of the Academy of Marketing Science, Vol. 27, No. 3, pp.333-348.
51. Pura, M. (2005), “Linking Perceived Value and Loyalty in Location-Based Mobile Services”, Managing Service Quality, Vol. 15, No. 6, pp.509-538.
52. Rappa, M. (2001), Managing the Digital Enterprise-Business Models on the Web, North Carolina State University.
53. Rosander, A. C. (1980), “Service Industry QC-is the Challenge Being Met”, Quality Progress, Vol. 12, pp.34-35.
54. Roza, T. and Bilchev, G. (2003), “An Overview of Location-Based Services”, BT Technology Journal, Vol. 21, No.1, pp.20-27.
55. Sasser, W. E., Olsen, R. P. and Wyckoff, D. D. (1978), Management of Service Operations: Text, Cases and Readings, Boston: Allyn and Bacon.
56. Scott, M. S., Smith, H. J. and Linder, J. C. (2005),“ The Power of Business Models”, Business Horizons Volume, Vol. 48, No. 3.
57. Selnes, F. (1993), “An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty”, European Journal of Marketing, Vol. 27, No. 9, pp.19-35.
58. Singh, J. (1988), “Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues”, Journal of Marketing, Vol. 52, No. 1, PP.93-107.
59. Singh, J. and Sirdeshmukh, D. (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments”, Journal of the Academy of Marketing Science, Vol. 28, pp.150-167.
60. Sirgy, M. J. and Samli, C. A. (1985), “A Path Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Socio-Economic Status and Geographic Loyalty”, Journal of Academic Marketing Science, Vol. 13, No. 3, pp.265-291.
61. Spreng, R. A. (1993), “A Desires Congruency Model of Consumer Satisfaction”, Journal of the Academy of Marketing Science, Vol. 21, No. 3, pp.169-177.
62. Stewart, D. W. and Zhao, Q. (2000), ”Internet Marketing, Business Models and Public Policy”, Journal of Public Policy and Marketing, Vol. 19, No. 2, pp.287-296.
63. Tes, D. K. and Wilton, P. C. (1988), “Models of Consumer Satisfaction: An Extension”, Journal of Marketing Research, Vol. 25, pp.204-212.
64. Timmers, P. (1998), “Business Models for Electronic Markets”, Electronic Markets, Vol. 8, No. 2, pp.3-8.
65. Turban, E., McLean, E., et al. (2004). Information Technology for Management transforming business In the Digital Economy, New York: John Wiley and Sons.
66. Viscio, A. and Paternack, B. (1996), “Toward a New Business Model,” Strategy and Business, Vol. 20, No. 2.
67. Voelpel, S. C., Leibold, M. and Tekie, E. B. (2004), “The Wheel of Business Model Reinvention: How to Reshape Your Business Model to Leapfrog Competitors”, Journal of Change Management, Vol. 4, No. 3, pp.259-276.
68. Voss, G. B., Parasuraman, A. and Grewal, D. (1998), “The Roles of Price, Performance and Expectations in Determining Satisfaction in Service Exchange”, Journal of Marketing, Vol. 62, pp.46-61.
69. Weill, P. and Vitale, M. R. (2001), Place to Space: Migrating to eBusiness Models, Boston: Harvard Business School Press.
70. Westbrook, R. A. and Oliver, R. L. (1991), “The Dimensionality of Consumption Emotion Pattems and Consumer Satisfaction”, Journal of Consumer Research, Vol. 18, No. 1, pp.84-91.
71. Woodruff, R. B., Cadotte, E. R. and Jenkins, R. L. (1983), “Modeling Consumer Satisfaction Processes Using Experience-Based Norms”, Journal of Marketing Research, Vol. 20, pp.296-304.
72. Wolfinbarger, M. and Gilly, M. C. (2003), “eTailQ: Dimensionalizing, Measuring and Predicting eTail Quality”, Journal of Retailing, Vol. 79, No. 3, pp.183-198.
73. Woodside, A. G., Lisa, L. F. and Daly, R. T. (1989), “Linking Service Quality, Customer Satisfaction and Behavioral Intention”, Journal of Health Care Marketing, Vol. 9, No. 4, pp.5-17.
74. Wyckoff, D. D. (1984), “New Tools for Achieving Service Quality”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 25, No. 3, pp.78-92.
75. Yoo, B. and Donthu, N. (2001), “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research, Vol. 52, No. 1, pp.1-14.
76. Zeithaml, V. A. (1988),” Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52, pp.2-22.
77. Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2000), e-Service Quality: Definition, Dimensions and Conceptual Model, Working Paper, Cambridge, MA: Marketing Science Institute.
78. Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2005), “E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality”, Journal of Service Research, Vol. 7, No. 3, pp.213-233.
二、 中文文獻
期刊
1. 李信興（2008），「系統性商業模式之觀念架構」，創業管理研究，第三卷第三期，119-145頁
2. 陳明輝、胡哲生、高明瑞、侯勝宗、蔡依倫（2010），「社會企業與創業：建構互利共生的創新商業模式」，創業管理研究，第五卷第二期，83-110頁
3. 陳昭文（2010），「台灣主要LBS廠商現況與服務發展趨勢」，MIC產業研究報告
4. 陳勁甫、陳佩君、陳美惠、李佳玲（2006），「參觀者對博物館服務品質、知覺價值、滿意度及行為意圖關係之研究：以國立自然科學博物館為例」，科技博物，第十卷第二期
5. 曾信超、李昀真、黃先鋒（2009），「建構行動電話加值服務市場區隔：以消費者生活型態、滿意度與忠誠度為變數」，行銷評論，第六卷第二期，249-298頁
6. 楊明賢、李銘輝（2008），「臺灣北部地區旅遊活動利用行動定位服務之研究」，華岡地理學報，第二十一期，115-135頁
7. 劉文良、湯宗泰（2007），「消費者對行動加值服務之付費意願」，電子商務學報，第九卷第三期，577-598頁
8. 嚴秀茹、陳家祥、呂佩廷、許翠谷（2005），「服務e化對關係行銷成效之影響－以網路自助服務科技為例」，資訊管理學報，第十二卷第一期，1-28頁
書籍
1. 陳釧瑤、張奇、蔡華展、張家維、黃淑芬、林柏齊、顏向瑜、曾維貞（2009），行動寬頻下之適地性（LBS）服務發展趨勢，經濟部技術處產業技術知識服務計劃，MIC科技專案成果報告
2. 黃國峰、林谷合（2009），LBS定位之商圈/展場創新服務研究計畫，財團法人資訊工業策進會委託之研究期末報告，未出版。
3. 楊世瑩（2011），SPSS統計分析實務第二版，台北：旗標出版社
碩博士論文
1. 王櫻芳（2010），價值網絡與商業模式再創新之研究─以2002年至2009年P公司為例，國立中央大學財務金融學系碩士論文
2. 白紀齡（2006），台灣線上音樂營運模式之探索，國立政治大學經營管理碩士學程學位論文
3. 朱永正（2010），促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究—以屈臣氏連鎖藥妝店為例，國立中山大學企業管理研究所碩士論文
4. 吳志忠（2006），泡沫經濟後日本金融業經營模式創新變革：瑞穗金融集團與新生銀行之個案探討，國立政治大學管理碩士學程學位論文
5. 吳秀倫（2009），液晶電視品牌接觸點對顧客滿意度與忠誠度的影響之研究，國立政治大學廣告研究所碩士論文
6. 宋貞儀（2007），體驗行銷、體驗價值對顧客滿意度與顧客忠誠度之影響—以彩妝品為例，國立政治大學廣告研究所碩士論文
7. 何宥緯（2011），服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究以網路購物品牌lativ國民服飾為例，國立政治大學廣告研究所碩士論文
8. 李愷修（2005），消費者採用位基服務（LBS）行為研究，國立台北大學企業管理研究所碩士論文
9. 邱慧萍（2010），運動舞蹈商業模式之建構與研究，國立台灣大學商學研究所碩士論文
10. 施百俊（2003），事業模式創新之研究，國立台灣大學商學研究所博士論文
11. 施宥如（2007），體驗行銷對顧客滿意度與顧客忠誠度影響之研究¬—以爵士音樂餐廳Brown Sugar為例，國立政治大學管理碩士學程學位論文
12. 徐火旺（2011），連鎖加盟型態之創新商業模式探討—以國內A皮膚科診所為例，國立中興大學高階經理人碩士在職專班碩士論文
13. 陳禹成（2004），半導體產業之資訊科技應用、服務品質、顧客滿意度及顧客忠誠度關係之研究—以半導體材料及設備通路產業為例，國立政治大學企業管理研究所碩士論文
14. 陳韋忠（2006），從電信產業的發展探討數位音樂經營模式的突破，國立政治大學經營管理碩士學程碩士論文
15. 黃筠茜（2006），線上購物之服務品質、顧客知覺價值、滿意度、信任與忠誠度關聯性之研究，淡江大學企業管理研究所碩士論文
16. 曾秀芬（2009），採用行動定位服務的關鍵因素：信任及使用動機，國立台灣大學商學研究所博士論文
17. 曾繁庚（2006），行動加值服務的創新研究，國立政治大學科技管理研究所碩士論文
18. 楊雅婷（2010），影響網路團購之顧客滿意度與忠誠度及其前置因素之研究，國立政治大學商管專業學院碩士論文
19. 鄒貴懿（2010），旅館產業創新商業模式研究，中原大學企業管理學系碩士論文
20. 鄭欽鴻（2010），消費者態度與信任對於接受適地性服務的行為傾向之影響─以台灣市場為例，國立中興大學企業管理研究所碩士論文
網站與其他
1. 中華電信官方網站，http://www.cht.com.tw/ |
| Description: | 碩士
國立政治大學
科技管理研究所
99359004
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099359004 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理研究所] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 504 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
