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研究生:劉岳霖
研究生(外文):Yueh-Lin Liu
論文名稱:顧客轉換與ECSI模式之研究--以電信業為例
論文名稱(外文):Customer Switching and ECSI Model-Example of Telecommunication Industry
指導教授:韓文仁韓文仁引用關係
指導教授(外文):Wen-Jen Han
學位類別:碩士
校院名稱:立德大學
系所名稱:國際企業管理研究所
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:2010
畢業學年度:98
語文別:中文
論文頁數:98
中文關鍵詞:顧客轉換顧客忠誠度顧客滿意度形象認知價值ECSI
外文關鍵詞:Imageperceived valuecustomer satisfactioncustomer loyaltycustomer switchingECSI
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摘 要
隨著電信業的進步,人際之間的互動不再僅是書信往來,隨著電信業的進步,讓全球人民之間的距離也更加貼近,台灣亦不例外。台灣電信產業正值自由發展的時代,透過不斷的開放競爭,電信總局於1996 年成功完成改制,將台灣市場電信業的業務與公司分離以建造成理想的公平競爭環境。加上政府目前祭出「行動號碼可攜服務」的同時,亦代表著是另一波競爭的開端,因此如何提高顧客滿意度及顧客忠誠度,然而不再成顧客的轉換的問題也成為電信業者積極推動的項目。
本研究為深入了解影響顧客轉換與各變數間因果關係,透過歐洲顧客滿意度指標(ECSI)並運用線性迴歸分析工具藉以驗證國內五大電信業者之形象、期望、認知品質、認知價值、滿意度,忠誠度及顧客轉換各構面間因果關係,以高雄地區使用各家電信業者為研究對象進行使用者問卷調查發放350份問卷實際會收問卷有336份。
研究結果發現,在多元迴歸分析中,顧客對電信業者的整體的認知價值觀與顧客的購買意願會有很大影響到顧客會不會轉換,而顧客對於電信業者的預期期望與認知品質對於顧客會不會有轉換問題影響較低。除了「電信業者的整體形象」對「顧客會不會轉換」並沒有影響。最後,根據上述研究結果加進而提出研究結論、建議與限制。
ABSTRACT
With the advances in the telecommunications industry, interpersonal interactions are not only a letter to the future, with advances in the telecommunications industry, so that the distance between the world's people have more add close, Taiwan is also not exceptional. A time when Taiwan's telecom industry era of free development, through no fault of the open competition, Directorate General of Telecommunications in the year 1996, successfully completed the restructuring, the market will be Taiwan's telecommunications industry and company separation to constructed the ideal environment for fair competition. With the Government has resorted to "action number portability service", it also represents the beginning of a new wave of competition, so how to improve customer satisfaction and customer loyalty, but the Switch is no longer as customers have become the problem operators to actively promote the project.

This study further understand the impact of customer Switch and causal relationship among the variables, through the European Customer Satisfaction Index (ECSI) and use linear regression analysis tools to verify the internal image of the five major carriers, expectations, perceived quality, perceived value, satisfaction, loyalty and customer relationship model Switch to Kaohsiung for the study using various operators to conduct user surveys will be issued 350 questionnaires were actually received 336 copies of the questionnaire.

The results showed that, in the multiple regression analysis, carriers of the overall customer value perception and purchase intention will have a significant impact to customers will switching, but customer expectations for telecom product quality expectations and awareness for the customer will not conversion would be less impact, are all significant. In addition to "the overall image of the carriers" to "customers will not switching to" no impact. Finally, according to the findings add further proposed research conclusions, recommendations and limitations..
目 錄
中文摘要i
英文摘要ii
誌謝iv
目錄v
表目錄vi
圖目錄viii
第壹章 緒論1
第一節 研究背景與動機.1
第二節 研究目的4
第三節 研究範圍與對象5
第四節 研究流程圖6
第貳章 文獻探討 8
第一節 顧客滿意度模式之構面與指標8
第二節 形象14
第三節 顧客期望17
第四節 認知價值21
第五節 認知品質24
第六節 顧客滿意25
第七節 顧客轉換31
第八節 顧客忠誠.41
第九節 各變數相關文獻49
第參章 研究方法51
第一節 研究架構51
第二節 研究假設52
第三節 變數的操作性定義與問卷設計53
第四節 前測分析55
第五節 資料分析方法56
第肆章 實證分析58
第一節 信度與效度分析58
第二節 基本資料分析58
第三節 相關分析62
第四節 迴歸分析64
第伍章 結論與建議68
第一節 研究結論68
第二節 研究限制與後續研究建議73
參考文獻 74
參考文獻
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