國內開放電信民營化之後，行動通訊業每年呈現快速成長的趨勢，帶動了國內相關通訊服務業的興起，創造了非常可觀的商機，而商機隨著用戶數不斷成長因而更加的蓬勃發展。本研究探討電信業服務品質、產品品質、顧客滿意度與顧客忠誠度之間的影響關係，採用便利抽樣法的方式進行調查，以台中大專院校學生的行動電話使用者為研究對象，使用統計套裝軟體SPSS 12.0及IPA進行資料分析，經由分析結果得知：電信業服務品質與顧客滿意度、產品品質與顧客滿意度及顧客滿意度與顧客忠誠度都存在顯著正向相關；電信業服務品質的「保證性」及「關懷性」對顧客滿意度存在顯著影響關係；產品品質的「產品利益」及「產品形象」對顧客滿意度存在顯著影響關係；顧客滿意度對顧客忠誠度存在顯著影響關係；人口統計變數的就讀學制與最主要使用的電信業者對產品品質存在顯著認知感受差異。最後依據分析結果歸納結論並提出建議，提供電信業者經營決策的參考依據。

Domestic liberalization of the telecommunications privatization, the mobile communications industry showed rapid growth trend each year, led the rise of domestic telecommunications services industry, creating a very substantial business opportunities, and business opportunities continue to grow as the number of users and thus a more vigorous development. This study investigated the telecommunications service quality, product quality, customer satisfaction and customer loyalty relationship between the impact of using convenience sampling methods to investigate the way to Taichung tertiary students to study mobile phone users, the use of statistics SPSS 12.0 software package and IPA for data analysis, through the analysis results show that: the telecommunications industry service quality and customer satisfaction, product quality and customer satisfaction and customer satisfaction and customer loyalty are significantly positive relationship exists; telecommunications service quality "Assurance "and " empathy "there is significant impact on the relationship between customer satisfaction; product quality "product interest" and "product image "there is significant impact on the relationship between customer satisfaction; there is significant impact on customer loyalty customer satisfaction relationship; Different demographic variables and different school system the most important quality of the products used by operators feel there is a significant difference in perception. Finally, according to analysis results are summarized conclusions and recommendations, to provide telecom operators reference for decision-making.

摘要 II
ABSTRACT III
目錄 IV
圖目錄 VII
表目錄 X
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究範圍與限制 3
1.4研究流程 3
第二章 文獻探討 5
2.1行動電信業 5
2.2服務品質 7
2.2.1品質的定義 7
2.2.2服務的定義 9
2.2.3服務品質的定義 9
2.2.4 服務品質的模式 10
2.2.5服務品質衡量因素構面及衡量表 13
2.3產品品質 15
2.3.1產品品質的定義 15
2.3.2產品品質衡量因素構面 16
2.4 顧客滿意度 16
2.4.1顧客滿意度的定義 16
2.4.2顧客滿意度的衡量及衡量因素構面 17
2.5 顧客忠誠度 18
2.5.1顧客忠誠度的定義 19
2.5.2顧客忠誠度衡量因素構面 19
2.6 電信業相關文獻整理 20
第三章 研究方法 22
3.1 研究架構 22
3.2研究假設 23
3.2.1服務品質與顧客滿意度之相關及影響關係 23
3.2.2 產品品質與顧客滿意度之相關及影響關係 23
3.2.3顧客滿意度與顧客忠誠度之相關及影響關係 24
3.2.4人口統計變數對各研究變數有顯著認知感受差異 24
3.3 研究變數的定義與問卷設計 25
3.3.1 研究變數的定義 25
3.3.2問卷設計 27
3.4抽樣設計 30
3.4.1問卷發放 30
3.4.2抽樣範圍與對象 30
3.4.3樣本設計 30
3.5資料分析方法 31
3.5.1描述性統計分析 31
3.5.2因素分析 31
3.5.3信度分析與效度分析 31
3.5.4相關分析 32
3.5.5複迴歸分析 32
3.5.6獨立樣本t検定分析 32
3.5.7單因子變異數分析 33
3.5.8重要-表現程度分析(IPA) 33
第四章 資料分析結果 35
4.1 描述性統計分析 35
4.2 因素分析 37
4.2.1服務品質因素分析 37
4.2.2產品品質因素分析 40
4.2.3 顧客忠誠度因素分析 40
4.3 信度分析與效度分析 41
4.3.1 信度分析 41
4.3.2 效度分析 42
4.4 相關分析 43
4.5 複迴歸分析 43
4.6 獨立樣本T檢定分析 45
4.7 單因子變異數分析 47
4.8重要-表現程度分析(IPA) 49
4.8.1服務品質整體的分析結果 50
4.8.2服務品質各構面的分析結果 52
4.8.3產品品質整體的分析結果 57
4.8.4顧客忠誠度整體的分析結果 58
4.9研究假設檢定結果 59
第五章 結論與建議 61
5.1 結論 61
5.2 建議 62
5.3 後續研究建議 62
參考文獻 64
附錄 本研究問卷 69

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