臺灣博碩士論文加值系統

自從民國85年我國開放行動通信業務之後，電信市場競爭激烈可見一般，加上最近由於行動電話顧客因號碼可攜式政策之實施，可能產生大量要求轉換服務系統的需求，再加上第三代行動通訊系統的到來，在彼此資源環境相當的條件下，行動通信業者必定更積極的尋找致勝的關鍵。行動通信業務是屬服務業，而服務業最重視的莫過於「顧客」，顧客絕對是各家行動通信業者勝利的最大關鍵，如何贏得顧客的心則是當前最緊要的課題，使得各家行動通信業者因需保住現有顧客，甚至於擴大佔有率，不得不使出混身解數。
本研究擬以Parasuraman, Zeithmal andBerry 等三位學者所提出之「服務品質模式」與 SERVQUAL量表為基礎，經由適當的修改，使符合行動通信業者的服務品質屬性，進而以行動通信業者之顧客為研究對象，提出針對行動通信系統服務品質等相關影響顧客滿意度要素做成問卷調查，經由回收之問卷調查統計分析，並評估行動通信系統服務品質對顧客滿意度影響。
經由系統服務品質缺口的分析可發現，顧客的「期望服務水準」與「實際感受服務水準」間確實存在顯著差距。
另外利用重要－表現程度分析法（IPA），將顧客之重視度與滿意度的分析結果顯示於二維矩陣上，藉此區隔出改善的優先順序，期望在有限的資源中，能夠給予顧客最滿意的服務。
最後，期望行動通信業者借由本研究提出種種相關行動通信系統服務品質優化之策略，提昇自己行動通信系統服務品質，以達成市場佔有率提高之要求目標。

Ever since the opening up of mobile industry in 1996, the telecommunication market has become increasingly competitive. With the introduction of 3G mobile communication system and the recent implementation of number portability service which may bring about huge demand for change of service system, mobile operators with comparable resources have to be more pro-active in order to gain an edge in the industry. As mobile industry is a service industry, there is nothing more important than the “customers”, thus herein lie the key to success for all mobile operators. How to win over the customers becomes an issue of paramount importance. Mobile operators have to resort to every means they can think of, should they wish to keep their present customers, or even increase their market share.
This research aims to use “Service Quality Model” and SERVQUAL scale designed by Parasuraman, Zeithmal and Berry as a basis, with some revisions made to suit the characteristics of service quality of mobile operators, and customers of mobile operators as research objects, to conduct a survey on the service quality of mobile communication system and other factors affecting the customers’ level of satisfaction. The results will then undergo statistical analysis to assess the impact of service quality of mobile communication system on the customers’ level of satisfaction.
Through the analysis of system service quality gap, a prominent difference can be observed in the customers’ “desired service quality” and “perceived service quality”.
Using the importance-performance analysis (IPA), the results on the customers’ level of satisfaction and importance will then be displayed in a two-dimensional matrix, in order to distinguish the order of priority for different improvement measures. With that, it is hoped that the best service will be rendered to the customers under limited resources.
Lastly, this research hopes to serve as a reference for mobile operators when devising measures to enhance the service quality of mobile communication system, so as to achieve the target of gaining greater market share.

目錄
摘要 I
ABSTRACT II
誌 謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 2
1.3 研究範圍 2
第二章 文獻探討 3
2.1 服務與品質相關研究 3
2.2 顧客滿意度相關研究 11
2.3 服務品質與顧客滿意度兩者的關係 12
2.4 滿意度與重視度之關係 14
第三章 我國行動通訊市場概況 19
3.1 我國行動通訊產業發展趨勢 19
3.2 我國行動通訊產業發展現況 19
3.3 我國行動通訊系統業者簡介 26
第四章 研究方法 30
4.1 研究架構 30
4.2 研究假設 31
4.3 問卷內容與衡量尺度 31
4.4 資料分析方法 34
第五章 實證資料分析 38
5.1 樣本分析 38
5.2 服務品質缺口五(Gap 5)分析檢定 41
5.3 系統服務品質之重要—表現程度分析 43
5.4 探討期望、實際感受、知覺品質與滿意度是否有重要相互關係 46
第六章 結論與建議 49
6.1 結論 49
6.2 建議 52
參考文獻 53
一、中文部份 53
二、英文部份 54
附錄－正式問卷 56

表目錄
表2-1-1 SERVQUAL量表 10
表3-2-1 2005年行動台灣應用計畫補助建置案之主要應用服務 23
表4-3-1 SERVQUAL量表與本研究之服務品質問項之對照表 32
表4-4-1 問卷信度分析結果 35
表5-1-1 基本資料統計分析 38
表5-1-2 測量項目分析 39
表5-1-3 測量項目分析（滿意度） 40
表5-2-1 品質缺口檢定 42
表5-4-1 期望服務與滿意度相關分析表 46
表5-4-2 實際感受與滿意度相關分析表 47
表5-4-3 知覺服務與滿意度相關分析表 48




圖目錄
圖2-1-1 認知服務品質模式 4
圖2-1-2 服務品質評量模式 7
圖2-1-3 服務品質觀念模式 8
圖2-3-1 服務品質與顧客滿意的整合模式 13
圖2-4-1 顧客滿意度矩陣圖 15
圖2-4-2 重要－表現程度座標圖 17
圖3-1-1 我國電信市場自由化進程 19
圖3-2-1 行動台灣計畫概要圖 22
圖3-2-2 行動台灣應用推動計畫之推動主軸 23
圖3-2-3 無線最後一哩接取示意圖 25
圖4-1-1 研究架構 30
圖5-3-1 重要表現分析圖 44

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17.威寶電信股份有限公司 (http://www.vibo.com.tw)
18.遠傳電信股份有限公司 (http://www.fetnet.net)










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