臺灣博碩士論文加值系統

本研究為了瞭解國內行動電話代理商業者，目前在提供手機維修售後之服務品質，選擇在台灣市占率超過50 %的行動電話維修售後服務業者S公司，運用PZB (1985)問卷測量消費者對受評公司之服務期望與實際感受，研究結果顯示(1) 顧客最重視服務熱忱、態度親切與維修時間之服務指標 (2) 滿意度最高三項為服裝儀容、服務熱忱與維修時間和整體印象部份(3)在服務缺口方面各項指標均顯著存在，表示與消費者期望與感受部分仍有落差。
本研究之研究結論可提供國內手機代理業者提升服務品質並建立企業的競爭優勢。

order to understand the domestic mobile phone agent business by providing after-sale service quality of mobile phone repair, select the mobile phone in the Taiwan market share of over 50% of the maintenance service industry S Company, The use of the PZB (1985) questionnaire to measure consumer expectations and perceived service appraisee The results (1) The customer is the most important service dedicated, friendly attitude and time to repair, service indicators (2) is the most satisfactory degree of three for their clothes, dedicated service and maintenance time and overall impression of the part (3) in the service gapsindicators are significantly present, indicating that consumers expect some still drop.
The conclusions of this study provide the domestic mobile phone industry agents to improve service quality and establish a competitive advantage.

摘要i
ABSTRACTii
誌謝iii
目錄iv
表目錄vii
圖目錄viii
第一章 緒論1
1.1研究動機1
1.2研究目的2
第二章 文獻探討與研究假設3
2.1行動電話代理業者發展及現況3
2.1.1行動電話代理商業者的起源3
2.1.2行動電訊業概況4
2.1.3行動電話代理商公司服務品質之管理4
2.1.4行動電話代理商公司服務品質衡量要素5
2.2行動電話功能演變與其發展現況6
2.2.1行動電話功能演變6
2.2.2行動電信業的演變與發展 7
2.2.3行動電話市場現況9
2.3服務品質11
2.3.1服務品質之定義及特性11
2.3.2服務期望13
2.3.3期望的種類13
2.4 SERVQUAL 量表14
2.4.1 SERVQUAL的起源與發展14
2.4.2 SERVQUAL 的方法及其相關評論與應用15
2.5 IPA重要績效度分析（Importance-Performance Analysis）17
2.5.1定義與概念17
第三章 研究方法20
3.1研究架構20
3.2研究假設21
3.3 SERVQUAL量表21
3.4問卷市調與修改22
3.5抽樣設計22
3.6資料統計方法23
3.6.1差異性分析23
3.6.2因素分析23
3.6.3獨立樣本t檢定 24
3.6.4單因子變異數分析24
3.6.5 IPA分析25
第四章 研究結果26
4.1問卷回收情形26
4.2樣本特性分析26
4.3行動電話代理商服務品質績效分析27
4.3.1行動電話代理商服務品質績效評估與服務缺口之比較27
4.3.2服務品質指標因素分析29
4.3.3服務品質績效比較31
4.4基本資料與服務品質之交叉分析31
4.4.1服務品質重視度與基本資料交叉分析31
4.4.2服務品質滿意度與基本資料交叉分析32
4.4.3服務品質缺口與基本資料交叉分析33
4.5 IPA重要績效度分析35
第五章 研究討論39
5.1行動電話代理商業者服務品質績效39
5.2個人資料之重要性與滿意度之交叉分析39
5.3 IPA分析結果探討40
5.3.1服務互動構面40
5.3.2軟硬體服務構面40
5.3.3附加服務輔助構面40
5.4服務品質經營策略41
第六章 結論與建議42
6.1結論42
6.2建議43
參考文獻44
附錄48

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