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研究生:黃柏彰
研究生(外文):Po-Chang Huang
論文名稱:廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究-以行動通訊產業為例
論文名稱(外文):The Effects of Marketing Programs on Customer Satisfaction, Value and Loyalty in Telecommunications Industry
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Dungchun 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:2003
畢業學年度:91
語文別:中文
論文頁數:95
中文關鍵詞:行動通訊忠誠度知覺價值滿意度廠商行銷方案轉換成本服務品質
外文關鍵詞:marketing programswitching costsatisfactionmobile telecommunicationnvalueloyaltyservice quality
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台灣行動電話市場日趨飽和,業者面臨激烈的競爭,新客戶的開發日益困難,因此各家業者無不提供更好的服務品質,或利用各種行銷方案來增加顧客滿意度以及知覺價值,以進一步創造忠誠的顧客。然而,當顧客在考量是否要改用其他業者時,除了服務品質及廠商行銷方案外,轉換成本也扮演一個很重要的角色。因此,本研究除探討服務品質、滿意度、價值對顧客忠誠度的影響外,也進一步探討廠商行銷方案、轉換成本對滿意度、價值和忠誠度的影響。本研究和以往研究主要的不同:過去研究多探討滿意度、知覺價值、服務品質對忠誠度的影響關係,而本研究則在加入廠商行銷方案及轉換成本作為深入探討。
本研究針對學生用戶及一般用戶作為抽樣對象,利用線性結構模式作為資料的分析方法,所得之重要結論為(1)在所有對忠誠度的影響效果中,滿意度是決定忠誠度的最主要因素(2)服務品質及廠商行銷方案可以直接增加顧客的滿意度及知覺價值,且透過滿意度及知覺價值的影響而間接增加忠誠度(3)服務品質及廠商行銷方案對學生用戶知覺價值的影響大於對滿意度的影響﹔對一般用戶滿意度的影響大於對知覺價值的影響(4)轉換成本會影響學生用戶的忠誠度,但不會影響一般用戶的忠誠度。
本研究對於電信業者建議如下(1)網內互打優惠是最需推出的行銷方案﹔費率方案多樣性是需重視的服務品質項目(2)對學生用戶加強行銷方案,對一般民眾則強調服務品質良好(3)針對學生用戶推出手機優惠補貼,及簽訂較久的契約(4)針對一般用戶推出加值服務,及與異業結盟,推出多元服務
Gradually, competions in Taiwan telecommunications industry are becoming fierce. Therefore, it is more difficult to attract new customers than ever. Each company tries hard to provide better service quality, or uses various marketing programs to enhance customer satisfaction, value, and create loyalty customers. However, when customer is considering whether to switch or not, besides service quality and marketing programs, switching cost also plays an important role. Hence, this study examines not only how service quality, satisfaction and value affect loyalty, but also how marketing programs, switching cost influence satisfaction, value and loyalty. This study is different from the past study mainly in one aspect. The past researches examine the effects of satisfaction, value, and service quality on loyalty. But this study puts the switching cost and marketing programs which are used often in telecommunications industry into consideration.
This study collects the data from student subscribers and general subscribers and uses Structure Equation Model to analyze that. The major findings are as follows: First, among all factors affecting loyalty, satisfaction is the most determined factor. Second, service quality and marketing programs can directly enhance customer satisfaction and value, and indirectly affect loyalty through customer satisfaction and value. Third, for student subscribers, the effects of service quality and marketing programs on value are stronger than those on satisfaction. However, for general subscribers, the effects of service quality and marketing programs on satisfaction are stronger than those on value. Fourth, switching cost affects students’ loyalty, but the effect isn’t significant for general subscribers.
Based on the reasults, we suggest that intra-network call needs to be proposed, and rate variety should be offered. Second, firms should present more marketing programs on student subscribers, and better service quality on general subscribers. Third, it is essential for firms to provide handset subsidies and sign a longer contract. Fourth, it is necessary for firms to value-added and diversified services on general subscribers.
第一章 緒論....................................................................................................1
第一節 研究背景與動機..........................................................................1
第二節 研究目的.....................................................................................4
第二章 文獻回顧............................................................................................5
第一節 顧客忠誠度之定義及重要性.......................................................5
第二節 滿意度及其對忠誠度的影響........................................................7
第三節 價值及其對忠誠度的影響..........................................................10
第四節 服務品質及其影響.....................................................................12
第五節 廠商行銷方案及其影響..............................................................14
第六節 轉換成本及其對忠誠度的影響..................................................18
第三章 研究架構與方法................................................................................20
第一節 研究架構....................................................................................20
第二節 各變數之衡量問項.....................................................................21
第三節 界定研究範圍、對象及抽樣方法................................................25
第四節 資料分析方法.............................................................................26
第五節 前測結果衡量.............................................................................28
第四章 資料分析與討論................................................................................29
第一節 問卷回收概況與基本資料敘述統計分析....................................29
第二節 主要變數之敘述統計分析..........................................................32
第三節 信度與效度分析.........................................................................41
第四節 研究假設之驗證分析.................................................................45
第五章 結論與建議........................................................................................62
第一節 研究結論....................................................................................62
第二節 實務上的建議.............................................................................65
第三節 研究限制及後續研究建議..........................................................68
《中文參考文獻》...........................................................................................70
《英文參考文獻》.............................................................................................71
附錄一 正式問卷...........................................................................................76
附錄二 廠商行銷方案....................................................................................79
附錄三 標準化殘差值....................................................................................80
附錄四 常態化殘差矩陣................................................................................84
中文部分
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陳順宇(民87),「多變量分析」,初版,華泰書局
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英文部分
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