臺灣博碩士論文加值系統

本研究探討行動加值服務其服務品質、顧客滿意度、顧客價值與購後行為意向之關聯，並深入討論服務品質的哪些因素對於顧客價值與顧客滿意度有顯著相關性，以提供建議做為電信業者在經營管理與提昇服務品質之參考。研究結果顯示服務品質對顧客滿意度與顧客價值皆具有正向顯著關係；顧客價值對顧客滿意度與購後行為意向亦具有正向顯著關係；顧客滿意度正向顯著影響購後行為意向，然而服務品質需透過顧客滿意度或顧客價值間接影響購後行為意向。在探討服務品質對顧客滿意度與顧客價值的顯著影響因素中，皆以客服反應與網路品質相較於其他因素重要。

The purpose of this study is to investigate the relationships among service quality, customer satisfaction, customer value, and post-purchased intention in mobile value-added services, and give suggestions to Taiwanese mobile operators. The results indicate that post-purchased intention is affected by customer satisfaction and customer value. However, service quality needed through customer satisfaction and customer value influence post-purchased intention. Among the significant effective facors in investigating the service quality toward to customer satisfaction and customer value, the dimension of service response and network quality is the most important factor than the others.

目錄
第一章 緒論 …………………………………………………………………1
第一節 研究動機與目的…………………………………………………1
第二節 研究流程與論文架構……………………………………………2
第二章 文獻探討………………………………………………………………4
第一節 行動商務與行動加值服務………………………………………4
第二節 服務品質…………………………………………………………9
第三節 顧客滿意度………………………………………………………12
第四節 顧客價值…………………………………………………………13
第五節 購後行為意向……………………………………………………13
第三章 研究模式與假說建立…………………………………………………15
第一節 服務品質與顧客價值、顧客滿意度及購後行為意向之關聯…15
第二節 顧客價值與顧客滿意度購後行為意向之關聯…………………16
第三節 顧客滿意度與購後行為意向之關聯……………………………17
第四章 研究方法………………………………………………………………18
第一節 研究構念操作化…………………………………………………18
第二節 問卷設計…………………………………………………………19
第三節 研究對象與抽樣設計……………………………………………22
第五章 分析結果與討論………………………………………………………23
第一節 樣本結構…………………………………………………………23
第二節 模型與假說驗證…………………………………………………25
第三節 知覺服務品質績效分析…………………………………………34
第四節 服務品質對顧客滿意度與顧客價值之複�邅k分析……………36
第六章 結論與建議……………………………………………………………38
第一節 研究結論…………………………………………………………38
第二節 研究貢獻…………………………………………………………39
第三節 研究限制與後續研究建議………………………………………40
參考文獻 …………………………………………………………………………41
附錄 正式問卷 …………………………………………………………………50

表目錄
表2-1：行動商務之特性彙整表…………………………………………………5
表2-2：行動商務之價值觀點與應用內容………………………………………6
表2-3：國內現行之行動加值服務分類表………………………………………8
表2-4： SERVQUAL與SERVPERF之比較……………………………………10
表4-1： 研究構念與衡量題項彙整表………………………………………… 21
表5-1： 樣本結構分佈表……………………………………………………… 23
表5-2： 行動加值服務使用概況表…………………………………………… 24
表5-3： 服務品質之因素分析………………………………………………… 26
表5-4： 服務品質之測量模型適配指標與分析結果………………………… 27
表5-5： 服務品質之測量模型檢定結果摘要表………………………………28
表5-6： 服務品質之潛在變項之平均數、標準差及相關係數摘要表…………28
表5-7： 整體模型之測量模型適配指標與分析結果…………………………29
表5-8： 整體模型之測量模型檢定結果摘要表………………………………30
表5-9： 整體模型之潛在變項之平均數、標準差及相關係數摘要表…………30
表5-10：整體模型之結構模型之整體適配指標與分析結果彙整表…………31
表5-11：研究假說與檢定結果摘要表…………………………………………33
表5-12：構念間直接效果、間接效果與總效果彙整表………………………34
表5-13：加值服務品質屬性之知覺績效程度排序表…………………………35
表5-14：加值服務品質因素之知覺績效程度排序表…………………………36
表5-15：服務品質對顧客滿意度之複�邅k分析摘要表………………………36
表5-16：服務品質對顧客價值之�邅k分析摘要表……………………………37
圖目錄
圖1-1：研究流程圖………………………………………………………………3
圖3-1：研究模型圖………………………………………………………………17
圖5-1：結構模式路徑圖…………………………………………………………32

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