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研究生:楊進福
研究生(外文):Gin-fu Yang
論文名稱:擴展企業客戶關係—影響ADSL企業客戶升級光世代網路意願決定模式
論文名稱(外文):Expanding B2B Customer Relationships: Modeling the ADSL Customer''s Upgrade FTTx Decision
指導教授:田祖武田祖武引用關係
指導教授(外文):Tsu-wu Tien
學位類別:碩士
校院名稱:義守大學
系所名稱:管理學院碩士班
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:2009
畢業學年度:97
語文別:中文
論文頁數:117
中文關鍵詞:轉換成本服務品質升級
外文關鍵詞:upgradeFTTxservice qualityswitching cost
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國內在電信市場開放、資訊與通訊技術突破、消費者需求改變及廠商追求經濟效益四大驅動力影響下,使得原本分屬不同發展目的、不同應用領域的三大產業-電腦數據、電話語音與電視視訊,不僅市場快速成長而且產生數位匯流、三網合一大聚合,並且朝向無所不在的數位化城市邁進,這種演變「寬頻網路」扮演著非常重要的關鍵。
本研究以中華電信企業寬頻用戶為研究母體,考量作業方便性以大高雄地區(高雄縣與高雄市)目前正在使用ADSL寬頻上網或已升級FTTx之企業客戶為研究對象。並採用問卷調查為工具,採取判斷抽樣方式進行問卷調查共250份,透過羅吉特模式分析,探討ADSL企業客戶升級光世代網路決定與服務品質、成本效益與預期利益、重要性、滿意度、轉換成本的相關研究。
研究結果發現:
1.服務品質、成本效益與預期利益、產品之重要性、滿意度對ADSL企業客戶升級決定有顯著正向影響。
2.轉換成本對企業客戶升級決定有顯著負向影響。
3.原服務品質對企業客戶升級新服務的決定,會受到成本效益與預期利益調節效果的影響而增強;及受到客戶轉換成本調節效果的影響而減弱。
Under the driving forces such as the open telecom market, the breakthrough in the technologies of informatics and communication, the change of consumer’s demand and economic efficiency, the market of the 3 different main industries– computer data, telephone messages and visual communication via television pronunciation are growing rapidly in Taiwan. “Bandwidth Internet” plays a key role in the phenomenon of digital convergence of three nets and moving towards a ubiquitous digital city.
This study develops a binary logit model of a business customer’s decision to upgrade to FTTx service contracts by factors related to satisfaction, service quality, the importance of the product, switching cost, cost margin, and expected benefit. The sample for the study was cooperation 250 clients of ADSL bandwidth internet of Chunghwa Telecom as research object in Kaohsiung area (Kaohsiung City and County) for convenience. The research results are as following:
1.Service quality, cost margin, expected benefit, the importance of the product FTTx and satisfaction are obviously a positive decision factor for enterprise ADSL customer''s upgrading.
2.Switching cost is a negative decision factor for enterprise ADSL customer''s upgrading.
3.Cost margin and the expected benefit positively moderate the effect of service quality on the decision to upgrade. But the relationship between a firm’s likelihood of upgrading to the new service and service quality on the focal contract will be weaker when the decision maker perceives higher switch cost.
目次
第一章 緒論
第一節 研究背景1
第二節 問題陳述與研究目的4
第三節 研究重要性7
第四節 研究範圍與對象9
第五節 研究步驟9
第二章 文獻評論
第一節 服務品質11
第二節 成本效益與預期利益22
第三節 重要性27
第四節 滿意度29
第五節 轉換成本29
第六節 寬頻網路之相關名詞33
第三章 研究方法
第一節 研究設計37
第二節 抽樣設計41
第三節 資料蒐集42
第四節 資料分析51
第五節 信度與效度54
第四章 結果與討論
第一節 描述性統計57
第二節 信度與效度分析結果64
第三節 假說檢定69
第五章 結論與建議
第一節 研究結論86
第二節 理論與實務涵義87
第三節 後續研究建議92
參考文獻
中文部分93
英文部份96
附錄
附錄A 問卷調查內容103
表次
表1-1 台灣地區各類電信服務用戶數3
表1-2 台灣地區各類寬頻用戶數3
表1-3 2003~2009年全球寬頻用戶成長趨勢 7
表2-1 學者對服務的定義12
表2-2 學者對品質的定義14
表2-3 學者對服務品質的定義16
表2-4 國外學者有關服務品質與重復購買研究文獻18
表2-5 寬頻接取網路比較36
表3-1 研究假說39
表3-2 服務品質之前置變項量表44
表3-3 成本效益與預期利益之前置變項量表45
表3-4 重要性之前置變項量表46
表3-5 滿意度之前置變項量表47
表3-6 轉換成本之前置變項量表48
表3-7 個人基本資料量表49
表4-1 受訪者性別統計57
表4-2 受訪者年齡統計表58
表4-3 受訪者教育學歷統計表58
表4-4 受訪者每月電信使用費統計表59
表4-5 受訪者每月網路使用費統計表59
表4-6 受訪者公司行業性質統計表60
表4-7 受訪者寬頻上網速率(下載/上傳)統計表61
表4-8 受訪者使用ADSL寬頻上網的經歷統計表61
表4-9 受訪者在公司的職位統計表62
表4-10 前測各衡量構面之信度估計表64
表4-11 各構面項目分析結果彙總表65
表4-12 各衡量構面之信度估計表67
表4-13 各自變項之個別參數顯著性檢定摘要表69
表4-14 各自變項之預測分類正確率交叉表70
表4-15 整體模式服務品質與交叉項及個別參數顯著性之檢定摘要表71
表4-16 整體模式之預測分類正確率交叉71
表4-17 性別與各構面重要性因素之變異數分析結果73
表4-18 年齡與各構面重要性因素之變異數分析結果74
表4-19 學歷與各構面重要性因素之變異數分析結果75
表4-20 每月電信使用費與各構面重要性因素之變異數分析結果76
表4-21 每月網路使用費與各構面重要性因素之變異數分析結果78
表4-22 公司行業性質與各構面重要性因素之變異數分析結果79
表4-23 寬頻上網速率與各構面重要性因素之變異數分析結果80
表4-24 上網經歷與各構面重要性因素之變異數分析結果82
表4-25 公司職位與各構面重要性因素之變異數分析結果83
表5-1 整體研究假說驗證87
圖次
圖1-1 研究步驟流程圖10
圖2-1 消費者轉換成本架構30
圖2-2 ADSL寬頻網路架構34
圖2-3 光世代網路示意圖35
圖3-1 顧客升級決定之概念模式37
圖3-2 研究架構38
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