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研究生:黃俊瑋
研究生(外文):Jiunn-Woei Huang
論文名稱:行動通訊服務市場顧客保留影響因素之探討
論文名稱(外文):The Antecedents of Customer Retention in the Mobile Telecommunications Industry
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Dung-Chun Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:交通管理學系碩博士班
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:61
中文關鍵詞:顧客保留顧客滿意度情感承諾延續承諾行動通訊
外文關鍵詞:customer retentioncustomer satisfactionaffective commitmentcontinuance commitmentmobile communication
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在國內行動電話普及率已達96.55%的今天,新用戶的開發將日益困難,留住既有顧客將是行動通訊服務業者最重要的經營課題,可以預期的是,廠商將透過提升顧客保留的方式,來增加企業的收益。然而,究竟哪些變數是促成顧客保留的關鍵因素?企業資源的優先分配順序為何?消費者較關心的因素有哪些?這些都是本研究有興趣的議題。
過去,滿意度一直被視為判斷顧客保留意圖的重要指標,但也有相關研究顯示吾人需要考量其它因素的影響力,在行動通訊產業內,顧客是否會形成品牌忠誠度?轉換成本的存在對顧客保留的影響程度有多大?從供給面的角度出發,業者現行所採用的各種行銷活動,當然也是左右保留意圖的重要措施。
本研究在回顧與整理有關的文獻後,決定將探討顧客保留、顧客滿意度、情感承諾、延續承諾與廠商行銷活動之間的因果關係。為探討上述的問題,本研究利用結構關聯模式(Structural Equation Modeling)作為資料的分析方法,以驗證各項研究假設,調查範圍則是針對台灣地區的民眾,採用電話訪談的方式蒐集資料,有效樣本數目總計有386份,最後,本研究所得之重要結論如下:
1. 顧客滿意度對顧客保留意圖有直接與間接的影響。
2. 情感承諾對顧客保留意圖有直接的影響。
3. 行動通訊服務廠商可以透過加值服務的推動、品牌信賴的投資、組織溝通的運用與網內互打的費率優惠等等措施,提升顧客保留的意圖。
Since 1997, the mobile telecommunications industry in Taiwan has expanded rapidly owing to a liberalized environment. The penetration rate of the mobile phone has been over 95%. The sector is characterized by both high customer turnover and high customer acquisition costs. The churn rate of existing subscribers within a year is typically 20 – 25 %, which implies that on the average a subscriber leaves the network after four to five years. Therefore, customer retention is very critical for network operators.
The major purpose of this paper is to examine which determining factors are more important for customer retention. After reviewing related references, the study chooses customer satisfaction, affective commitment, continuance commitment, and various marketing activities used by the operators as the main constructs.
Based on the results of a structural equation modeling analysis. The findings indicate that customer satisfaction has a significant impact on customer retention and affective commitment. In addition, affective commitment also directly influences customer retention. On the supply side, the considerable marketing activities included value-added service, brand trust, communication, and connection fee discounts among the same operators etc. Managerial implications of the results are discussed.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻回顧 4
第一節 顧客保留的定義與重要性 4
一、顧客保留之定義 4
二、顧客保留之重要性 5
第二節 顧客滿意度對顧客保留的影響 6
一、顧客滿意度之定義 6
二、顧客滿意度對顧客保留之影響 7
第三節 承諾、顧客保留與顧客滿意度的關係 8
一、承諾之定義與構面 8
二、承諾對顧客保留之影響 9
三、情感承諾、延續承諾與顧客滿意度之關係 10
第四節 廠商行銷活動對顧客保留、滿意度及承諾的影響 11
第三章 研究架構與方法 12
第一節 建議模式(PROPOSED MODEL)與研究假設 12
第二節 對立模式(ALTERNATIVE MODEL) 13
第三節 研究變數的操作性定義 13
一、顧客保留之操作性定義 14
二、顧客滿意度之操作性定義 14
三、情感承諾之操作性定義 15
四、延續承諾之操作性定義 16
五、廠商行銷活動之操作性定義 16
第四節 問卷設計 17
第五節 抽樣設計與資料蒐集 18
第六節 資料分析方法 20
第四章 研究結果與討論 21
第一節 受訪者基本資料的敘述統計分析 21
第二節 主要變數的敘述統計分析 25
一、顧客保留變數 25
二、顧客滿意度變數 26
三、情感承諾變數 27
四、延續承諾變數 27
五、廠商行銷活動變數 28
六、主要構面之信度分析 30
第三節 研究假設的驗證分析 31
一、路徑架構圖之建立 31
二、選擇輸入矩陣型態與估計模式鑑定 31
三、衡量建議模式之適合度與參數估計 36
四、衡量對立模式之適合度與參數估計 38
五、建議與對立模式之比較 41
第四節 討論 42
一、顧客滿意度、情感承諾與延續承諾對顧客保留意圖之影響 42
二、廠商行銷活動對於顧客保留意圖之影響 42
三、廠商行銷活動影響效果之探討 43
第五章 結論與建議 47
第一節 研究結論 47
一、顧客滿意度對顧客保留有直接與間接之影響 47
二、情感承諾對顧客保留有直接之影響 48
三、延續承諾對顧客保留之影響尚待釐清 48
第二節 管理實務的建議 49
一、網內互打之優惠措施 49
二、組織溝通之加強 49
三、品牌信賴之塑造 49
四、加值服務之提供 50
五、手機補貼之促銷方案 50
六、號碼不可攜性之制度 50
第三節 研究限制與後續研究的建議 51
一、研究限制 51
二、後續研究之建議 51
參考文獻 52
附錄 正式問卷 56
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