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研究生:李進益
研究生(外文):Jinn-Yih Lee
論文名稱:台灣地區國際知名品牌手機使用者顧客滿意度、後悔度及轉換障礙對轉換行為影響之研究
論文名稱(外文):The Study of the Impacts of Satisfaction, Regret and Switching Barriers on Transition Behavior of World-Famous Brand Cellular Phone Users in Taiwan
指導教授:高立箴高立箴引用關係
指導教授(外文):Lie-Jane Kao
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:72
中文關鍵詞:顧客滿意度後悔度轉換成本轉換障礙轉換意願轉換行為
外文關鍵詞:consumer satisfactionregretswitching costswitching barrierschurn intentionswitching behavior
相關次數:
  • 被引用被引用:4
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各大手機製造廠商競相投入資源從事產品創新,提供消費者更多新樣式、新功能屬性手機,如數位影音、藍芽傳輸、衛星導航GPS及PDA功能等等與以往完全不同的選擇;除增加產品特色提升競爭優勢外,也創造新舊機型世代交替的3C潮流,企圖引領消費者將原本耐久財屬性的手機轉化成消費性電子產品。
研究結果及建議:1.「手機設計」對顧客滿意度及後悔度均具顯著影響,「顧客支援」次之;建議手機生產廠商應投注較大比重資源從事手機功能設計及提供消費者更好的支援活動以快速有效領先競爭廠商服務品質進而提升顧客滿意度並降低後悔度;2.手機生產廠商可以透過轉換成本建置以增加消費者的轉換陣礙,降低消費者的轉換意願進而減少顧客流失;3.轉換障礙對轉換意願不具顯著性影響,本研究認為可能是樣本數太少,也可能是問項的設計不夠周延所致;4.轉換意願愈高,消費者愈傾向採取轉換行動;手機生產廠商除強化核心競爭優勢、建構有效轉換障礙外並應提供實質的服務補救以消弭轉換意願。
Cellular phone manufacturers have invested lots of resources to engage in product innovation recently to provide diversified and new functional mobile phones to consumers. For example, mobile phones equipped with wireless headsets, voice dialing, superior pixel digital photographing, digital media, Bluetooth, wireless transformation, GPS and PDA, are. In addition, they also strengthen the specialties of products to promote competitive advantages, switch the mobile phones from enduring products to consuming products and arouse the fashion of the usage of 3C to attract consumers to switch their mobile phones.
Results and suggestions: 1. Cellular phone design significantly influences the satisfaction and the regret altitude of consumers. We suggest that cellular phone manufacturers should invest more resources into cellular phone function design and provide better supporting services to improve consumer’s satisfaction and reduce consumer’s regret. 2. cellular phone manufacturers can increase the degree of consumers’ switching barriers and decrease consumers’ churn intention by constructing switching costs. 3. Switching barriers do not significantly influence consumers’ churn intention. The reason may be either the sample size is too small or the questionnaire is not in details to entail the actual viewpoints of the consumers. 4. Churn intention may result in switching behavior. That is, consumers may be more inclined to take switching action when the churn intentions are higher. Hence, cell phone manufacturers should not only enhance the core competition advantages and construct effective switching barriers, but also provide substantial service to eliminate consumers’ churn intention.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... x

第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與目的............ 2
  第三節  研究重要性.............. 3
  第四節  研究範圍與流程............ 4
第二章  文獻探討................. 6
  第一節  行動電話產業概況........... 6
  第二節  服務品質............... 7
  第三節  顧客滿意度.............. 8
  第四節  顧客後悔度.............. 10
  第五節  轉換成本............... 11
  第六節  轉換障礙............... 11
  第七節  轉換意願............... 12
  第八節  轉換行為............... 15
第三章  研究方法................. 18
  第一節  研究架構............... 18
  第二節  研究假設及推論............ 19
  第三節  變數的操作型定義及衡量........ 23
  第四節  問卷設計與預試............ 27
  第五節  分析方法............... 30
第四章  研究結果與分析.............. 32
  第一節  敘述性統計分析............ 32
  第二節  相關分析............... 38
  第三節  路徑分析............... 40
  第四節  變異數分析.............. 44
第五章  結論與建議................ 46
  第一節  研究結論............... 46
  第二節  管理意涵及建議............ 51
  第三節  實務意涵............... 53
  第四節  研究限制與未來研究建議........ 53
參考文獻 ..................... 55
附錄A ..................... 67
附錄B ..................... 70

表目錄
表 2- 1 行動電話用戶數................. 6
表 2- 2 臺閩地區2G行動電話業務概況按公司分....... 7
表 3- 1 變數的構念定義................. 23
表 3- 2 變數操作型定義................. 24
表 3- 3 服務品質衡量構面及問項............. 25
表 3- 4 轉換成本衡量問項................. 26
表 3- 5 顧客滿意度、後悔度、轉換障礙等衡量構面及問項.. 27
表 3- 6 研究問卷設計主要構面之衡量表.......... 28
表 3- 7 受訪者訪問地區分佈.............. 30
表 4- 1 有效問卷樣本結構分析.............. 33
表 4- 2 前四大手機品牌與GSM系統業者用戶人數比.... 34
表 4- 3 四大品牌各衡量構面敍述性統計表......... 36
表 4- 4 各評量構面的信度分析.............. 37
表 4- 5 顧客滿意度路徑分析之路徑係數.......... 41
表 4- 6 顧客後悔度路徑分析之路徑係數.......... 41
表 4- 7 轉換障礙路徑分析之路徑係數........... 42
表 4- 8 轉換意願路徑分析之路徑係數........... 43
表 4- 9 轉換行為路徑分析之路徑係數........... 43
表 4- 10 理論模式之路徑分析結果............. 44
表 4- 11 變異數分析表................. 45
表 4- 12 Scheffe多重檢定結果.............. 45

圖目錄
圖 1- 1 研究流程圖.................. 5
圖 2- 1 服務業顧客轉換行為模型............. 17
圖 3- 1 研究架構圖.................. 19
圖 4- 1 相關分析................... 39
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林廷軒(2003),消費者特性、轉換成本與顧客滿意度對品牌轉換行為之研究-以台灣3C連鎖零售通路體系為例,長榮大學經營管理研究所碩士論文。

林宗延(2005),行動電話服務轉換障礙對轉換意願之影響-以大台北地區為例,銘傳大學管理研究所碩士論文。

林宜錚(2001),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。

林怡貝(2006),顧客滿意度與轉換障礙對顧客忠誠度之研究-以行動電信門號系統業者為例,國立台北大學合作經濟學系研究所碩士論文。

林威廷(2002),消費者轉換意向與行為之研究一以行動電話門號業者為例,長榮管理學院經營管理研究所碩士論文。

范國恩(2003),行動電話服務市場之轉換用戶市場區隔研究-以台北市地區為例,國立成功大學電信管理研究所碩士論文。

陳棋斌(2002),消費者之產品品質認知對顧客滿意度及品牌忠誠度之影響-以台北市隱形眼鏡藥水市場為例,大同大學事業經營研究所碩士論文。

陸海文,楊惠媚,陳依敏(2005),行動通訊服務業顧客滿意度與顧客忠誠度之研究,崑山科技大學企業管理研究所碩士論文。

黃宗基(2004),行動電話手機品牌忠誠度之研究,淡江大學管理科學研究所碩士論文。

溫禮華(1997),服務品質與顧客滿意度之探討-以商業銀行為例,元智工學院管理研究所碩士論文。

歐育青(2005),多人線上遊戲產品服務轉換因素與消費者轉換行為關係之研究-以兩岸玩家為例,大葉大學國際企業管理學系碩士論文。

鄭士蘋,高惟馨,謝文雀,胡同來(2004),行動電話服務業服務品質、產品價格與轉換成本對顧客轉換意願之研究,臺北科技大學學報,37-2。

賴志郎(2003),消費者服務轉換過程選擇模式之研究-以美髮業為例,國立高雄第一科技大學行銷與流通管理系碩士論文。

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