臺灣博碩士論文加值系統

自從西元1997年開放行動通訊服務民營化，台灣的行動通訊產業發展已邁入了一個新的紀元。由於台灣的行動通訊市場狹小且近年來市場早已接近飽和，使得業者很難去吸引新客戶的加入。而隨著門號可攜式服務的推出、與WiMax技術發展的成熟，也將使得業者留住舊客戶更為的困難，因此，如何設法留住這些現有的舊客戶並增加顧客滿意與顧客忠誠?這些問題對行動通訊業者而言，將是個重要的課題，也是本研究想要去探討的主軸。
本研究欲探討業者的服務品質、企業形象、知覺價格、轉換成本是否會正向的影響顧客滿意與顧客忠誠，並提出八個研究假設；研究結果發現，(1)服務品質正向影響顧客滿意與忠誠；(2)企業形象正向影響顧客滿意；(3)知覺價格正向影響顧客滿意；(4)轉換成本正向影響顧客忠誠；(5)顧客滿意正向影響顧客忠誠。
在實務上的建議方面，本研究認為行動通訊服務業者應該提供更多樣化的服務與強化服務品質、打造良好的整體企業形象、提升消費者的知覺價格與建立高的轉換成本，進而提高顧客的滿意與忠誠，以去建立與業者間的長時間之主顧關係。

The development of mobile telecommunication service in Taiwan has advanced to a whole new stage, since the government accomplishes the privatization of the telecommunication service in 1997. In recent years, it is hard for the service providers in Taiwan to attract new customers due to the limited and saturated market. Additionally, it becomes more difficulty to retain the existing customers with the practice of mobile number portable and the progressive technology of WiMax. Therefore, the issue concerning how to retain the existing customers and to increase their satisfaction and loyalty are very crucial for the service providers to explore. However, it is also the central topic that this study devotes to.
This study examines whether the service quality , business image, perceived price, and switching cost are related positively to the customer satisfaction and customer loyalty and proposes eight hypotheses. The results report that: (1) service quality is related positively to customer satisfaction and customer loyalty; (2) business image is related positively to customer satisfaction; (3) perceived price is related positively to customer satisfaction; (4) switching cost is related positively to customer loyalty; (5) customer satisfaction is related positively to customer loyalty.
Put the ideas into practice, this study suggests telecommunication service providers to enlarge their service variety and enhance their service quality, build commendable business image, increase costomers’ perceived price, and establish the high switching cost. Consequently, the service providers can increase customer satisfaction and customer loyalty and establish the long-term relationship with their customers.

目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 服務品質 6
第二節 企業形象 11
第三節 知覺價格 14
第四節 轉換成本 16
第五節 顧客滿意 18
第六節 顧客忠誠 20
第七節 服務品質、顧客滿意、顧客忠誠的關係 22
第八節 企業形象、顧客滿意、顧客忠誠的關係 23
第九節 知覺價格、顧客滿意、顧客忠誠的關係 24
第十節轉換成本與顧客忠誠的關係 25
第十一節 顧客滿意與顧客忠誠的關係 26
第三章 研究方法 27
第一節研究架構 27
第二節 研究變數操作型定義與問卷設計 28
第三節 研究對象 32
第四章 研究結果分析 34
第一節　樣本結構分析 34
第二節　信度與效度分析 38
第三節 整體模型適配度分析 41
第四節 假設之驗證分析 43
第五節 中介效果之驗證分析 46
第五章 結論與建議 48
第一節 研究結論 48
第二節 管理意涵與建議 50
第三節 研究限制 52
第四節 未來研究方向 53
參考文獻 54
附錄 研究問卷 62

參考文獻
英文參考文獻

1.Anderson, E. W., Fornell, C., and Lehman, D. R.(1994).“ Customer satisfaction, market share, and profitability: findings from Sweden,” Journal of Marketing, 58(3),53-66.
2.Anderson, E. W., and Sullivan, M. W.(1993).“The antecedents and consequences of customer satisfaction for firms,” Marketing Sciences, 12(2),125-143.
3.Andreassen, T. W., and Lindestad, B.(1998).“Customer Loyalty and Complex Services,” International Journal of Services Industry Management, 9(1),7-23.
4.Andrew, J. D., Clayton, F. W., and Charles, P. D.(2002).“The relationship between counselor satisfaction and extrinsic job factors in state rehabilitation agencies,” Rehabilition Counseling Bulletin,45(4),223-232.
5.Allison, E. H., and Philip, J. R.(2004).“The Effect of Corporate Image in the
Formation of Customer Loyalty: An Australian Replication,” Australasian
Marketing Journal, 12(3),88-96.
6.Ball, D., Coelho, P. S., and Machás, A.(2004). “The role of Communication and trust in explaining customer loyalty,” European Journal of Marketing, 38(9/10), 1272-1293.
7.Bayton, J. A.(1959).“Researching the corporate image,” Public Relation, 4(10), 3-8.
8.Baron, B., and Kenny, D. A.(1986). “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations,” Journal of Personality and Social Psychology, 51(6),1173-1182.
9.Bentler, P. M., and Bonett, D. G.(1980).“Significance tests and goodness of fit in the analysis of covariance structures,” Psychological Bulletin, 8(8), 588-606.
10.Bhote, K. R.(1996).“Beyond customer satisfaction to customer loyalty-the key to greater profitability,” American Management Association, New York, 31.
11.Brady, M. K., and Cronin, J. J.(2001).“Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors,” Journal of Service Research, 3(3),241-251.
12.Brady, M. K., Cronin, J. J., and Brand, R.R.(2002). “Performance only measurement of service quality：a replication and extension,” Journal of Business research, 55(6),17-31.
13.Bolton, R. N., and Lemon, K. N.(1999).“A dynamic model of customer’s usage of services: usage as an antecedent and consequence of satisfaction,” Journal of Marketing Research, 36(2),171-186.
14.Bowen, J. T., and Chen, S. L.(2001).“The relationship between customer loyalty and customer satisfaction,” International Journal of Contemporary Hospitality, 13(4), 213-217.
15.Browne, M. W., and Cudeck, R.(1993).“Alternative Ways of Assessing Model Fit,” Sociological Methods and Research, 21(2),230-258.
16.Burnham, T. A., Frels, J. K., and Mahajan, V.(2003).“Consumer switching costs: A typology, antecedents, and consequences,” Journal of the Academy of Marketing Science, 31(2),109-126.
17.Churchill, G. A., and Suprenant, C.(1982).“An investigation into determinants of customer satisfaction,”Journal of Marketing Research,19(4),491-504.
18.Cronin, J. J., Brady, M. K., and Hult, G. T. M.(2000).“Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments,” Journal of Retailing, 76(2), 193-218.
19.Cronin, J. J., and Taylor, S. A.(1992).“Measuring service quality: a reexamination and extension, Journal of Marketing, 56(3),55-68.
20.Czepiel, J. A., Larry, J. R., and Adebayo, A. (1974).“Perspectives on Consumer Satisfaction,” Quoted in AMA Educators’ Proceedings (Chicago: American Marketing Association, 119-123.
21.Dabholkar, P. A., Thorpe, D. I., and Rentz, J. O.(1996).“A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Journal of the Academy of Marketing Science, 24(1), 3-16.
22.Day, R. L.(1984),“Modeling choices among alternative responses to dissatisfaction,” In Thomas C. Kinnear (ed.), Advances in Consumer Research, 496-499.
23.Day, R. L.(1977).“Extending the concept of consumer satisfaction, Atlanta: Association for Customer Research,”4(7), 149-154.
24.Dick, A. S., and Basu, K.(1994).“Customer loyalty：Toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, 22(2), 99-113.
25.Drucker, P. F.(1950).“The new society,” William Heinemann, Ltd.
26.Dodds, W. B., Mornoe, K. B., and Grewal, D.(1991).“Effects of Price, Brand and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research, 28,307-319.
27.Fornell, C., and Larcker, D. F.(1981).“Structural equation models with unobservable variables and measurement error: Algebra and statistics,” Journal of Marketing Research, 18(1),39-50.
28.Fornell, C.(1992).“A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56(1),6-21.
29.Grewal, D., Kent, B. M., and Krishnan, R.(1998).“The effects of price comparision advertising on buyer＇s perceptions of acquisition value, transaction value, and behavioral intentions,” Journal of Marketing,62(2),46-59.
30.Griffin, J.(1995).“Customer loyalty: How to earn it, How to keep it, Lexington Books,” Jossey-Bass Inc., New York.
31.Gronholdt, L., Martensen, A., and Kristensen, K.(2000).“The Relationship between Customer Satisfaction and Loyalty: Cross- Industry Differences,” Total Quality Management, 11(2), 509-514.
32.Gronroos, C.(1988).“Service Quality: The Six Criteria of Good Perceived Service Quality,” Business Review, 9(4),10-13.
33.Gronroos, C.(1984).“A Service Quality Model and its Marketing Implications,” European Journal of Marketing, 18(4),37-45.
34.Hairs, J. F., Tatham, R. K., Anderson, R. E., and Black, W.(1998).“Multivariate
data analysis(5th ed.), ”New York: Prentice Hall.
35.Haywood, F. J.(1988).“A Conceptual Model of Service Quality,” International Journal of Operations and Production Management, 8(6), 19-29.
36.Hsieh, Y. C., and Hiang, S. T.(2004).“A Study of the Impacts of Service
Quality on Relationship Quality in Search-Experience-Credence Services,”
Total Quality Management, 15(1), 43-58.
37.Hu, L., and Bentler, P. M.(1999).“Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives,” Structural Equation Modeling, 6(1),1-55.
38.Jap, S. D., and Ganesan, S.(2000).“Control mechanisms and the relationship life cycle: implications for safeguarding specific investments and developing commitment,” Journal of Marketing Research, 37(2),227-245.
39.Jacoby, J., and Olson, J. C.(1977).“Consumer response to price: an attitudinal information processing perspective, Moving ahead in attitude research,” Wind, Y .and Greenberg, M. Ed., Chicago, IL: American Marketing Association, 73-86.
40.Jones, M. A., Mothersbaugh, D. L., and Betty, S. E.(2000).“Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, 76(2),259–272.
41.Jones, T. O., and Sasser, W. E.(1995).“Why satisfied customers defect, Harvard Business Review,”73(6), 88-99.

42.Johnson, M. D., and Gustafsson, A.(2000).“Improving customer satisfaction, loyalty and profit: An integrated measurement and management system,” San Francisco, CA: Jossey-Bass.
43.Kandampully, J.(1998).“Service Quality to Service loyalty: a relationship which goes beyond customer service,” Total quality management, 9(6),431-443.
44.Kettinger, W. J., and Lee, C. C.(1994).“Perceived Service Quality and User Satisfaction with the Information Service Function,” Decision Sciences, 25(6), 737-766.
45.Klemperer, P.(1987).“Markets with Consumers Switching Costs,” The Quarterly Journal of Economics, 102(2),375-394.
46.Kim, M.K., Myeong, C.P., and Dong, H. J.(2004),“The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services,” Telecommunications Policy,28(2),145-159.
47.Koo, D. M.(2003). “Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons,” Asia Pacific Journal of Marketing and Logistics, 15,(4),.42-71.
48.Kotler, P.(2003). “Marketing Management: Analysis, Planning, Implement and Control,”11th ed., Prentice-Hall, Englewood Cliffs, NJ.
49.Lee, J., Lee, L., and Freick, L.(2001).“The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link Mobile-Phone Service in France,” Journal of Services Marketing, 15(1),35-48.
50.Lemmink, J., Schuijf, A., and Streukens, S.(2003).“The role of corporate image and company employment image in explaining application intentions,” Journal of Economic Psychology, 24(1), 1-15.
51.Lewis, R. C., and Booms, B. H.(1983).“The Marketing aspects of quality in emerging perspectives on service marking association,” Journal of Marketing, 47(1), 99-107.
52.Lichtenstein, D. R., Ridgway, N. M., and Netemeyer, R. G.(1993). “Price Perceptions and Consumer Shopping Behavior,” A Field Study. Jmr, Journal of Marketing Research, Chicago, 30(2), 234-46.
53.Lockyer, T.(2005).“The perceived importance of price as one hotel selection dimesion,” Tourism Management, 26,529-537.
54.Loudon, D., and Bitta, A. J. D.(1988).“Consumer Behavior: Concepts and Applications,” New York: McGraw-Hill.
55.Murray, K. B.(1991).“A Test of Services Marketing Theory: Consumer Information Acquisition Activities,” Journal of Marketin.55(1), 10-25.
56.Newell, F.(2000).“Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing,” McGraw-Hill.
57.Nguyen, N. O., and Leblanc, G.(1998).“The mediating role of corporate image on customers, retention decisions: an investigation in financial services,” International Journal of Bank Marketing, 16(2), 52-65.
58.Nguyen, N. O., and Leblanc, G.(2001).“Corporate image and corporate reputation incustomers' retention decisions in services,” Journal of Retailing and Consumer Services, 8(4), 227-236.
59.Oliver., and Richard, L. P.(1997).“Satisfaction a Behavioral Perspective on the Consumer,” New York Irwin McGraw-Hill.
60.Oliver., and Richard, L. P.(1981).“Measurement and Evaluation of Satisfaction Processes in Retailing Setting,” Journal of Retailing, 57(3), 25-48.
61.Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1994).“Improving service quality in American: lessons learned,” Academy of Management Executive, 8(2), 32-52.
62.Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1985).“A conceptual model of service quality and its implications for future research,” Journal of Marketing, 49(4),41-50.
63.Petrick, J. F.(2005).“Segmenting Cruise Passengers With Price Sensitivity,” Rourism Management, 26,753-762.
64.Phillip, K. H., Gus, M.G., Rodney, A. C., and John, A. R.(2003).“Customer repurchase intention A general structural equation model,” European Journal of Marketing, 37(11), 1762-1800.
65.Pfaff, C.(1975).“Constraints on Code Switching: A Quantitative Study of Spanish/English,” Paper presented at Linguistic Society of America meeting.
66.Ping, R. A.(1993).“The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect,” Journal of Retailing, 69(3), 320-352.
67.Porter, M. E.(1980).“Competitive Strategy,” New York Free Press.
68.Porter, M. E.(1979).“How competitive forces shape strategy,” Harvard Business Review, 57(2),137-148.
69.Ranaweera, C., and Prabhu, J.(2003). “The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting,” International Journal of Service Industry Management, 14(4), 374-395.
70.Reichheld, F., and Sasser, W.(1990).“Zero defections: quality comes to services,”Harvard Business Review, 68(5),105-111.
71.Robertson, T. S., and Gatignon, H.(1986).“Competitive effects on technology diffusion,” Journal of Marketing, 50(3),1-12.
72.Rogerson, W. P.(1983).“Reputation and product quality,” The Bell Journal of Economics, 14(2),508-516.
73.Selnes, F.(1993).“An Examination of the Effect of Product Performance on Brand Reputaion, Satisfaction and Loyalty,” European Journal of Marketing, 27(9), 19-35.
74.Singh, J.(1991).“drstanding the Structure of Consumers Satisfaction Evaluation of Service Delivery,” Journal of cade my of Marketing Science,19(3),223-234.
75.Singh, J., and Sirdeshmukh, D.(2000). “Agency and trust mechanisms in consumer satisfaction and loyalty judgments,” Journal of the Academy of Marketing Science, 28(1), 150-167.
76.Simon, J. B., Seigyoung, A., and Karen, S.(2005). “Customer Relationship
Dynamics: Service Quality and Customer Loyalty in the Context of Varying
Levels of Customer Expertise and Switching Costs,” Journal of the Academy of
Marketing Science, 33(2), 169-183.
77.Spector, A. J.(1961).“Basic dimension of the corporate image,” Journal of Marketing, 25(6), 47-51.
78.Stum, D. L., and Thiry, A.(1991).“Building Customer Loyalty,” Training and Development Journal, 45(4),34-36.
79.Varki, S., and Colgate, M.(2001).“The role of price perceptions in an integrated model of behavioral intentions,” Journal of Service Research, 3(3),232-240.
80.Voss, G. B., Parasuraman, A., and Grewal, D.(1998).“The roles of price performance, and expectations in determining satisfaction in service exchanges,” Journal of Marketing, 62(4),46-61.
81.Walters, C. G.(1978). “Consumer Behavior: A integrated framework,” Richard D. Irwin Inc., New York.
82.Walton, S. D.(1966).“American Business and Its Environment,” New York: Macmillan Book Co.
83.Yoo, P., and MacInnis, D. J.(1998).“Effects of store characteristics and in-store emotional experienceson store attitude.” Journal of Business Research, 42(3), 253-263.
84.Zeithaml, V. A.(1988).“Consumer perception of price, quality and value: a means-end model and synthesis of evidence,” Journal of Marketing, 52(3),2-22.
85.Zeithaml, V. A., and Bitner, M. J.(1996). “Servicemarketing,”McGraw-Hill New York.




















中文參考文獻
1.邱皓政(2003)，結構方程模式：LISREL的理論、技術與應用，雙葉書廊。
參考網站
1.國家通訊傳播委員會，http://www.ncc.tw/，2007/10
2.資策會FIND網站，http://www.find.org.tw/find/home.aspx/，2007/10
3.天下雜誌，http://www.cw.com.tw/，2007/9
4.遠見雜誌 http://www.cwk.com.tw/，2007/9
5.商業週刊 http://www.businessweekly.com.tw/，2007/9
6.Google學術http://scholar.google.com.tw/schhp?hl=zh-TW，2007/9