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研究生:林穎君
研究生(外文):Ying-Jyun Lin
論文名稱:行動通訊業客服中心顧客使用經驗對滿意度與忠誠度之影響
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:2004
畢業學年度:92
語文別:中文
論文頁數:91
中文關鍵詞:忠誠度滿意度客服中心服務使用經驗
外文關鍵詞:satisfactioncustomer experiencecall centerloyalty
相關次數:
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  以服務業掛帥的時代,如何和顧客建立良好且長久的關係,是各企業追求的目標。在台灣各產業中,客服中心做得最好的首推行動通訊產業。顧客滿意度和顧客忠誠度間的關係,過去已經有很多文獻探討過,但是卻鮮少談到顧客使用行動通訊業客服中心服務經驗的議題。因此本研究即是在探討顧客對行動通訊業客服中心的使用經驗與滿意度、忠誠度間的關係,以做為各業者在提供顧客服務時做為參考。

  本研究中將顧客使用經驗如使用客服中心的目的、頻率等對滿意度及忠誠度的影響進行相關分析探討。其中,更將客服中心以不同的服務管道加以區分,如電話客服人員、語音服務系統、網路客服系統及門市服務人員等,希望能找出最適的通路在適當時機傳達正確資訊給顧客,以期為企業與顧客間建立長久且深厚的關係。

  本研究針對有使用過行動通訊業客服中心服務經驗的民眾為主要抽樣對象發放問卷收集資料,利用典型相關分析和結構方程模式分析進行深入分析,得到本研究之結論:一、使用經驗對客服中心滿意有顯著影響;二、客服中心服務滿意愈高,其公司滿意度也會愈高;三、顧客之公司滿意度愈高,其忠誠度也會愈高。

  由本研究之分析結果提出幾點建議:一、針對不同顧客提高其對客服中心服務的使用意願;二、業者需教導並鼓勵顧客使用自助式服務;三、建立企業形象與顧客信賴關係。
  Under this service-business leading edge, how to keep good relationship with their customers is a goal for all enterprises. Within Taiwan’s industries, mobile phone businesses make the best customer service. There were a lot of paper being discussed regarding to customer satisfaction and customer loyalty. However, there are barely involved customers’ experiences on mobile phone customer service center. This paper will cover the relationship between customer’s experience, satisfaction, and loyalty to the customer service center; also will serve as a reference guide for mobile phone customer service.

  According to surveyed information, there are over 70% of interaction between customers and organizations which is using customer-service center. Because of information technology development, business competition has changed greatly. In service business such as mobile phone, finance, security, and transportation, organizations utilize latest information technology to provide better service to their customers. Organization’s destiny will fully depend on how to keep their customers. Loyal customers will keep buying and give you more quantities. Of course, they will attract more customers by word of mouth. Customer-service center is an interactive platform between organizations and customers. A lot of organization will utilize this platform to serve their customers and make their role more important then before. Within varieties businesses, mobile phone customer service centers construct much better quality then others; also people who serve in the center are more then thousand. It makes the customer-service center as a competitive industry.

  This research will try to analyze and discuss customer’s experience on customer-service center such as purpose, frequency, satisfaction and loyalty. From the research, it will also classify services such as phone-call service, voice-tone service, web service, and local service point service and so on. By means of this classification, organization can clear identify different customer groups and provide specific services to each identified customer group based on different product features. In the long run, organization can find the best channel and right time to deliver on-time information to their customers; of course, they will build strong relationship between them and customers.
第一章 緒論
第一節 研究背景與動機...................................... 8
第二節 研究目的............................................ 11
第三節 研究流程............................................ 12

第二章 文獻回顧
第一節 客服中心之定義、發展與分類.......................... 13
第二節 客服中心服務使用經驗與滿意度、忠誠度之關係.......... 18

第三章 研究方法
第一節 研究架構............................................ 25
第二節 各構面之衡量問項.................................... 26
第三節 問卷發放............................................ 32
第四節 資料分析方法........................................ 33

第四章 客服中心顧客使用經驗對滿意度與忠誠度影響之分析
第一節 基本敘述性統計分析.................................. 37
第二節 信度分析............................................ 51
第三節 典型相關分析........................................ 55
第四節 結構方程模式分析.................................... 62
第五節 典型相關與結構方程模式分析之假設驗証結果............ 66

第五章 結論與建議
第一節 結論................................................ 67
第二節 實務上的建議........................................ 71
第三節 研究限制與後續研究建議.............................. 72


《中文參考文獻》.............................................. 74
《英文參考文獻》.............................................. 75

附錄一、正式問卷.............................................. 79
附錄二、敘述性統計表格........................................ 83
附錄三、探索性結構方程模式分析................................ 89
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