臺灣博碩士論文加值系統

在我國競爭日益激烈的行動電話服務市場，各業者紛紛推出眾多行銷活動來增進與用戶間的關係(亦即加強用戶的知覺廠商關係投資)，而且也提供特別的優惠方案給契約即將到期的用戶。然而吾人好奇的是，這些行銷活動對顧客保留的效果有多大？且這些行銷活動是透過用戶內心何種態度的改變來影響顧客保留？過去研究指出用戶內心的滿意度可被視為評估顧客保留意圖的重要指標，但也有許多研究顯示吾人需考量其他用戶態度的影響力，如顧客承諾、顧客預期利益等。因此本研究旨在探討行銷活動如何透過用戶內心態度的改變來影響顧客保留。
本研究分成兩部分，研究一以大學生為研究對象，透過問卷探討知覺廠商關係投資、顧客滿意度、顧客預期利益顧客承諾與顧客保留之間的因果關係，以SEM為資料分析方法；研究二透過實驗設計探討廠商續約促銷活動對顧客保留的影響並分析其原因所在，以ANOVA為資料分析方法。本研究所得之重要結論如下︰
(1) 顧客滿意度、顧客預期利益、顧客承諾顯著影響顧客保留意圖，其中以顧客承諾影響顧客保留的重要性程度最大。
(2) 用戶的知覺廠商關係投資顯著影響顧客滿意度、顧客預期利益、顧客承諾，其中以對顧客承諾的影響程度最大。
(3) 用戶的知覺廠商關係投資將透過顧客滿意度、顧客預期利益、顧客承諾間接影響顧客保留意圖，其中以顧客承諾的中介效果最大，顧客滿意度次之，顧客預期利益最小。
(4) 廠商行銷活動以組織溝通、網內互打優惠及獎勵通話活動對用戶的知覺廠商關係投資的影響較大。
(5) 消費者會因偏好娛樂性產品以及對手機補貼的知覺折扣幅度較高等原因，較受“門號搭配手機補貼”方式的吸引。

Recently, competition is getting fiercer in Taiwan mobile service industry. Mobile network operators provide not only different kinds of marketing activities to enhance customer relationship (i.e., perceived relationship investment), but also give bonus to subscribers whose contract will expire. To execute such marketing activities effectively, it is important to know (1) how significant such activities will affect subscriber’s retention decision, and (2) what subscriber internal attitudes will mediate the effects of marketing activities on the retention decision? Many studies have mentioned satisfaction as a key determinant in customers’ decisions to keep or drop a given service relationship. Yet other studies have suggested that other factors may also influence the customer’s retention decision such as: commitment and anticipated benefits. Thus, the main purpose of this study is to examine how the marketing activities influence subscriber’s retention decision through the mediation of the internal attitudes.
This research divides into two parts. Study 1 demonstrates that perceived relationship investment affects satisfaction, commitment and anticipated benefits, ultimately leading to customer retention through a structural model. Study 2 was designed to test the individual effect of promotion program through a controlled experiment. The main results of this research are as follows:
(1)The effects of satisfaction, commitment and anticipated benefits on subscriber’s retention are positive and significant. Among them, commitment has the largest direct effect. In addition, perceived relationship investment has significant impacts on satisfaction, anticipated benefit and commitment.
(2)The results also suggest that satisfaction, commitment and anticipated benefits mediate the effect of perceived relationship investment on customer retention.
(3)The effect of “handset subsidy” is strong than “freeairtime usage”.
In addition, several suggestions for firms to implement marketing strategy effectively are proposed.

目 錄
第一章前言
第一節 研究背景與動機.................................1
第二節 研究目的.......................................3
第三節 研究流程.......................................3
第二章現況分析與文獻回顧
第一節 國內行動電話服務業者行銷活動之現況分析.........5
第二節 顧客保留的定義與必要性.........................8
第三節 顧客滿意度對顧客保留的影響....................11
第四節 顧客預期利益對顧客保留的影響..................14
第五節 顧客承諾對顧客保留的影響......................15
第六節 知覺廠商關係投資對顧客滿意度、顧客預期利益、
顧客承諾的影響................................17
第七節 廠商續約促銷活動對顧客保留的影響..............18
第三章研究架構與方法
第一節 研究架構與研究假設............................20
第二節 研究變數之操作性定義..........................21
第三節 問卷設計......................................26
第四節 研究對象及資料蒐集方法........................27
第五節 資料分析方法..................................28
第四章 研究結果與討論
研究一
第一節 受測者基本資料的敘述統計分析..................31
第二節 主要變數的敘述統計分析........................34
第三節 研究假設之驗證分析............................37
第四節 研究一小結....................................43
研究二
第一節 受測者基本資料的敘述統計分析..................45
第二節 因素與信度分析................................47
第三節 變異數分析假定之驗證分析......................47
第四節 研究假設之驗證分析............................48
第五節 原因分析......................................50
第六節 研究二小結....................................54
第五章 結論與建議
第一節 研究結論......................................55
第二節 管理實務之建議................................58
第三節 研究限制與後續研究之建議......................61
參考文獻...................................................63
附錄一 研究一正式問卷....................................68
附錄二 研究二前測問卷....................................72
附錄三 研究二正式問卷....................................75

表 目 錄
表 2-1國內行動電話服務業者行銷活動之整理表..................8
表 3-1研究一問卷設計主要構面之衡量表.......................26
表 3-2研究二問卷設計主要構面之衡量表.......................27
表 4-1研究一人口統計變數之次數分配表.......................32
表 4-2研究一行動電話消費使用行為之次數分配表...............33
表 4-3續約活動重要性變數之敘述統計表.......................33
表 4-4各家業者顧客保留變數之敘述統計表.....................34
表 4-5各家業者顧客滿意度變數之敘述統計表...................35
表 4-6各家業者顧客預期利益變數之敘述統計表.................36
表 4-7各家業者顧客承諾變數之敘述統計表.....................36
表 4-8研究一信度分析表.....................................37
表 4-9模式之參數估計表.....................................40
表 4-10整體模式配適結果分析表(初始模型)....................40
表 4-11整體模式配適結果分析表(修正模型)....................41
表 4-12模式之參數估計表(修正模型)..........................41
表 4-13研究一研究假設之彙整表..............................43
表 4-14研究二人口統計變數之次數分配表......................45
表 4-15研究二行動電話消費使用行為之次數分配表..............46
表 4-16因素與信度分析表....................................47
表 4-17母體變異數之同值性檢定表............................47
表 4-18不同續約方式之續約意願敘述統計表....................48
表 4-19不同續約方式之續約意願差異分析表....................49
表 4-20不同續約方式之內部參考價格敘述統計表................50
表 4-21不同續約方式之內部參考價格差異分析表表..............51
表 4-22 內部參考價格對續約意願迴歸分析表...................51
表 4-23 娛樂性及效用性各群平均數之敘述性統計...............52
表 4-24不同續約方式下娛樂性與效用性因素對續約意願迴歸分析表53

圖 目 錄
圖 1-1 研究流程圖...........................................4
圖 2-1 購買循環圖..........................................10
圖 3-1 觀念性研究架構圖....................................20
圖 4-1模式路徑圖...........................................39
圖 4-2路徑係數圖...........................................42
圖 4-3各變數之常態機率圖...................................48
圖 4-4不同續約方式下的續約意願分布圖.......................49

【中文部分】
林宜錚(民90)，「顧客轉換因素之探討-以行動電話門號業者為例」，國立成功大學交通管理研究所碩士論文。
陳順宇(民89)，「多變量分析」，華泰書局。
吳萬益、林清河(民90)，「企業研究方法」，華泰書局。
電信總局，http://www.dgt.gov.tw
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