臺灣博碩士論文加值系統

摘要
近幾年來，越南行動通訊服務產業競爭狀況越來越激烈。從消費者滿意度及顧客忠誠度角度而言，服務品質扮演了很重要的角色，對上述兩方面亦產生了很多影響。因為服務的多元化以及市場區隔問題，要達到顧客滿意是件很困難的事。本研究以越南河內市之行動通訊使用者為研究樣本；總共送出250份問卷，有效問卷168份，回收率為78%。
本研究以因素分析法找出服務品質即消費者滿意度所涵蓋的成分。服務品質包括：顧客服務、技術品質、定價策略、服務人員素質、及基地台覆蓋範圍；另一方面，消費者滿意度則涵括了兩個非常關鍵的元素：服務滿意度和技術滿意度。本研究結果提供了一個簡單的方法來分析服務品質對於消費者滿意度所產生的影響，亦進一步分析消費者滿意度如何影響顧客忠誠度。
本研究採用統計回歸分析研究各項構面之關係。研究結果顯示服務品質對消費者滿意度具有正面的影響；而消費者滿意度與顧客忠誠度亦呈現正向關係。研究結果也指出，技術品質於消費者滿意度及顧客忠誠度方面扮演了舉足輕重的角色；本研究說明了領先的技術面及技術完全滲透的重要性。此外，顧客服務以及服務價格除了大大影響消費者滿意度外，也是衡量消費者滿意度時不可或缺的兩項因素。
本研究結果帶給通訊服務業者一項管理上重要的涵義：由於技術品質會大大影響消費者滿意度的高低，服務提供者及應該注重並且改善技術品質。此外，其他因素諸如：顧客服務、訂價策略皆是影響消費者滿意度高低的關鍵。因此，服務提供者應當掌握消費者需求並給予最佳的服務。

Abstract

In recent years, the competition in the Vietnamese mobile phone service industry has been strongly intensive. The service quality played an important role and significantly affected customer satisfaction and customer loyalty. The customer satisfaction was difficult because of the diversity of services and the customer segments exist. In this study, mobile phone users in Hanoi city were chosen as samples for the research. Totally, we sent 250 questionnaires; 168 received responses were valid, respond rate was 78%.
Firstly, we used factor analysis to find out constituents of service quality and customer satisfaction. Service quality was formed by five factors including customer service, technical quality, pricing policy, staff competence, and signal coverage. Meanwhile, customer satisfaction included two distinct elements: service satisfaction and technical satisfaction. These findings brought an easy way to analyze the effects of service quality on customer satisfaction, and customer satisfaction on customer loyalty. We applied regression analysis to research the relationships between constructs. The results showed that service quality positively affected customer satisfaction; and customer satisfaction positively impacted customer loyalty. This study also indicated that technical quality had a key role in customer satisfaction and customer loyalty; the prominent and complete penetration role of technical-side in this study stated its importance. Besides, customer service and price of service were indispensable elements and contributed significantly to customer satisfaction.
We believed that the findings of this study will bring managerial implications for service providers. Service providers should focus on improving technical quality since it directly impact on the customer satisfaction. Besides, other elements like customer service and pricing policy also contribute significantly to the success; so service providers need to grasp the customers’ demand to give the best service to customers.

List of Contents

Chinese Abstract…………………………………………………………………. i
Thesis Abstract…………………………………………………………………… iii
Acknowledgements………………………………………………………………. v
List of Contents…………………………………………………………………... vi
List of Tables……………………………………………………………………... viii
List of Figures……………………………………………………………………. ix

Chapter 1 Introduction…………………………………………………………. 1
1.1 Background of the Vietnamese Mobile-phone Market…………………. 1
1.2 Research Motives……………………………………………………….. 5
1.3 Research Objectives…………………………………………………….. 7

Chapter 2 Literature Review…………………………………………………… 8
2.1 Service Quality………………………………………………………….. 8
2.2 Customer Satisfaction………………………………………………….... 11
2.3 Customer Loyalty……………………………………………………….. 14
2.4 The Relationship between Service Quality and Customer Satisfaction… 17
2.5 The Relationship between Customer Satisfaction and Customer Loyalty 18

Chapter 3 Research Methodology……………………………………………… 20
3.1 Research Framework……………………………………………………. 20
3.2 Research Hypotheses…………………………………………………… 21
3.3 Sampling………………………………………………………………… 24
3.4 Questionnaire Design…………………………………………………… 26
3.5 Analysis Methods……………………………………………………….. 29

Chapter 4 Data Analysis and Results………………………………………….. 33
4.1 Descriptive Statistic Analysis…………………………………………… 33
4.2 Factor Analysis………………………………………………………….. 38
4.3 Research Framework and Research Hypotheses………………………... 46
4.4 Reliability and Validity Analysis……………………………………….. 49
4.5 Regression Analysis…………………………………………………….. 51
4.6 Results…………………………………………………………………... 57

Chapter 5 Discussion and Suggestion………………………………………….. 59
5.1 Discussion………………………………………………………………. 59
5.2 Managerial Implications………………………………………………… 62
5.3 Limitation……………………………………………………………….. 64
5.4 Future Researches………………………………………………………. 65

Reference…………………………………………………………………………. 66
Appendix A Questionnaire in English…………………………………………. 75
Appendix B Questionnaire in Vietnamese……………………………….......... 81


List of Tables

Table 1.1 The number of Mobile phone subscribers of each Service provider……
2
Table 1.2 Development of Mobile phone subscribers (1998-2007)………………. 4
Table 4.1 Descriptive Statistic…………………………………………………….. 35
Table 4.2 Result of KMO and Barlett’s Test – Service quality…………………… 38
Table 4.3 The third rotated factor solution – Service quality……………………… 40
Table 4.4 Result of KMO and Barlett’s Test – Customer satisfaction……………. 43
Table 4.5 The second rotated factor solution – Customer satisfaction……………. 44
Table 4.6 Result of KMO and Barlett’s Test – Customer loyalty………………… 45
Table 4.7 The first rotated factor solution – Customer loyalty…………………… 46
Table 4.8 Results from the Test on Reliability……………………………………. 50
Table 4.9 Model summary between Service quality and Service satisfaction……. 52
Table 4.10 Coefficients between Service quality and Service satisfaction……….. 53
Table 4.11 Model summary between Service quality and Technical satisfaction… 54
Table 4.12 Coefficients between Service quality and Technical satisfaction……… 55
Table 4.13 Model summary between Customer satisfaction and Customer loyalty 56

Table 4.14 Coefficients between Customer satisfaction and Customer loyalty…… 56
Table 4.15 The results of Hypothesis Tests……………………………………….. 57


List of Figures

Figure 1.1 Vietnam Mobile phone Market share (Oct-2007)…………………….. 2
Figure 1.2 Subscriber base & Annual growth rate in the Vietnamese Mobile phone service market (1998-2007)……………………………………………………. 4
Figure 3.1 Research Framework………………………………………………….. 21
Figure 4.1 Research Framework………………………………………………….. 48

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