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研究生:陸篤卿
研究生(外文):Du-Ching Lu
論文名稱:行動通信企業客戶服務經營績效之研究
論文名稱(外文):Studies on Service Operating Performance of Enterprise Customers for the Mobile Business
指導教授:林達榮林達榮引用關係
指導教授(外文):Tyrone T. Lin
學位類別:碩士
校院名稱:國立東華大學
系所名稱:管理學院高階經營管理碩士在職專班
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:2011
畢業學年度:99
語文別:中文
論文頁數:73
中文關鍵詞:行動通信企業客戶行動群組電話經營績效多元迴歸
外文關鍵詞:Mobile businessEnterprise customerMobile virtual private network ServicesMVPNOperating performanceMultiple regression
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本文旨在針對個案電信公司11種行業別共15家企業客戶作為研究對象,以多元迴歸分析建構實證模型,分別從網路功能與創新技術、客戶需求及經營策略三個構面之相關因素探討對於企業客戶服務經營績效之影響,模型依變數為行動通信企業客戶每月使用行動服務所產生之營收金額及通話時間等兩項績效指標,並據此建構兩條迴歸模型進行實證測試,藉以找出影響個案電信公司企業客戶服務績效之關鍵因子。本研究發現,行動群組電話(MVPN)區域型限時、MVPN全區型限時、MVPN全區域型不限時、語音月租型需求層級、公務管理需求、數據基本型需求、數據優惠方案需求、優惠購機及優惠折扣金額對行動通信企業客戶之營收金額及通話時間兩項績效指標均帶來顯著正面的效益。本研究結果有助於個案電信公司擬定衡量行動通信企業客戶服務績效標準,提供未來在企業客戶市場經營及推廣上具體決策方向,並發展符合企業客戶需求之客製化及多元化創新服務及技術,持續提升行動市場長期獲利能力及競爭優勢。
This thesis focuses on the service operating performance of the enterprise customers for the mobile business by utilizing the multiple regression models to analyze the influences of three dimensions, which include the network services and innovative technologies, the customer needs and the business strategy. The dependent variables of the regression model are the total revenues and the total duration of voice from the mobile business, respectively. Those data source is collected from the 15 enterprise customers of 11 different industries of case company. The result finds that MVPN zone time-limit type, MVPN super time-limit type, MVPN super non-time limit type, voice services monthly demand levels, official business mobile phone number management, basic needs of the data services, preferential plan needs of the data services, preferential plan needs of the mobile phone, are major factors that influence the case company’s operating performance for the enterprise segment of the mobile business. This thesis helps the case company to develop the concrete strategies on the future operation and promotion of specific policy direction in the enterprise segment of mobile business, develop the customized and innovative diversified services and technology to meets the business needs of enterprise customers. Consequently, the case company can continuously improve the long-term profitability of the mobile market, and the operating performance and competitive advantage of mobile business.
謝 誌 I
摘要 II
ABSTRACT III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究架構 7
第二章 文獻探討與假說建立 11
第一節 台灣行動通信及企業客戶市場產業概況說明 11
第二節 行動通信相關文獻探討 14
第三節 企業客戶與服務、創新技術相關文獻探討 16
第四節 假說發展 19
第三章 研究方法 31
第一節 資料來源與範圍 31
第二節 變數定義 34
第三節 多元迴歸模型 39
第四章 實證研究與分析 41
第一節 敘述性統計量 41
第二節 相關性分析 45
第三節 單因子變異數分析 49
第四節 多元迴歸結果分析 53
第五章 結論與建議 65
第一節 結論與管理意涵 65
第二節 研究限制與後續研究建議 68
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