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研究生:林憶玲
研究生(外文):Yi-Ling Lin
論文名稱:服務品質、轉換成本對顧客滿意與顧客忠誠間的關係─以行動通信服務產業為例
論文名稱(外文):Service Quality and Switching Costs Effect on Customer Satisfaction and Customer Loyalty ─ A Case Study of The Telecommunications industry
指導教授:邱光輝邱光輝引用關係
指導教授(外文):Kuang-Hui Chiu
口試委員:林我聰蕭瑞祥
口試日期:2011-01-08
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:82
中文關鍵詞:服務品質轉換成本顧客滿意顧客忠誠
外文關鍵詞:Service qualitySwitching costCustomer satisfactionCustomer loyalty
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行動電話業務開放至今已超過十年,各家業者為了擴大自己的市場佔有率,無不卯足全力搶奪其他業者的用戶。業者擁有的用戶數越多,所提供單位服務成本就越低,營運績效就更好。根據 80/20 法則,公司 80% 的利潤是來自於 20% 的客戶,若能長久保留住一些重要的客戶,提高顧客忠誠度以及降低顧客流失因素,便是企業的獲利關鍵因素,因此如何提升顧客滿意並建立顧客忠誠是非常值得探索的議題。
本研究探討行動通信服務產業其服務品質、轉換成本對顧客滿意與顧客忠誠之關聯。將服務品質分為五個構面,轉換成本分為三個構面,運用二階模型探討服務品質及轉換成本在不同構面之間的關係。再深入探討服務品質、轉換成本、顧客滿意及顧客忠誠四者之間的關聯性。研究旨在提供建議做為行動通信服務業者在經營管理之參考。
本研究以實體問卷方式,以李克特七點尺度測量,針對台北縣市目前使用行動電話之消費者進行調查,有效問卷共365份。研究結果顯示:(1)服務品質對顧客滿意具有正向關係;(2)顧客滿意對顧客忠誠具有正向關係;(3)轉換成本對顧客忠誠具有正向關係;(4)轉換成本將強化顧客滿意對顧客忠誠的影響。
Opening up the mobile phone business has been more than ten years, various mobile telecommunication service companies in order to expand their market share, are mustering their efforts to snatch other competitors’ users. If a mobile telecommunication service company has more users, it will have lower unit cost of services and better performance. According to the 80/20 rule, 80% profits are from 20% of customers. If we can continue to hold onto to keep some important customers, increase customer loyalty and reduce those factors that cause the loss of customers, these actions will shape a mobile telecommunication service company’s profitable key factors. Thus, research of switching cost is the critical issue for academic and industry to explore.
In this study, mobile communications services industry, its service quality and switching costs effect on customer satisfaction and customer loyalty. Service quality are divided into five dimensions, switching costs are divided into three dimensions. First, service quality and switching costs use second-order model to explore the relationship between different dimensions. Then, to explore service quality and switching costs effect on customer satisfaction and customer loyalty. We hope to help mobile telecommunication service companies understand how to develop their business strategies by this research.
This study used seven-point Likert’s scale questionnaire as a measurement tool, and the object of this investigation was mainly the users using mobile phones in Taipei City and County. In this study, 365 valid questionnaires. The results showed: (1) service quality has positive effect on customer satisfaction; (2) customer satisfaction has positive effect on customer loyalty; (3) switching costs has positive effect on customer loyalty; (4) switching costs will enhance the influence of customer satisfaction on customer loyalty.
誌 謝................................................................I
中文論文提要...................................................... III
ABSTRACT............................................................. V
目 錄............................................................... VII
圖 次................................................................IX
表 次............................................................... X

第一章 緒論........................................................ 1
第一節 研究問題與背景.............................................1
第二節 研究目的....................................................3
第三節 研究流程....................................................4
第二章 文獻回顧....................................................5
第二節 服務品質....................................................7
第三節 轉換成本....................................................11
第四節 顧客滿意....................................................17
第五節 顧客忠誠....................................................21
第六節 服務品質、轉換成本、顧客滿意與顧客忠誠 之關係探討.... 27
第三章 研究方法................................................... 31
第一節 研究架構與研究假說推論................................... 31
第二節 研究變數之操作型定義與衡量.............................. 36
第三節 問卷設計與研究對象....................................... 41
第四節 資料分析方法.............................................. 44
第四章 實證分析................................................... 47
第一節 敘述性統計分析............................................ 47
第二節 信度與效度分析............................................ 52
第三節 模式驗證與路徑分析....................................... 58
第五章 結論與建議................................................ 63
第一節 研究結論................................................... 63
第二節 管理的意涵................................................. 65
第三節 研究限制與建議............................................ 67
參考文獻........................................................... 69
附錄 問卷.......................................................... 79

圖1- 1 研究流程圖.................................................. 4
圖3- 1 研究架構.................................................... 32
圖4- 1 結構關係模式圖............................................. 60

表2- 1 服務品質衡量構面.......................................... 10
表2- 2 轉換成本衡量構面.......................................... 12
表2- 3 顧客滿意衡量觀點.......................................... 19
表2- 4 忠誠矩陣.................................................... 23
表2- 5 顧客忠誠衡量構面........................................... 26
表3- 1 服務品質之操作型定義...................................... 37
表3- 2 程序型轉換成本之操作型定義............................... 38
表3- 3 財務型轉換成本之操作型定義............................... 39
表3- 4 關係型轉換成本之操作型定義............................... 39
表3- 5 顧客滿意之操作型定義...................................... 40
表3- 6 顧客忠誠之操作型定義...................................... 40
表3- 7 前測問卷量表信度、效度檢驗................................ 43
表3- 8 信度檢測係數大小與可信程度............................... 45
表4- 1 有效樣本之基本特徵......................................... 47
表4- 2 服務品質之敘述性統計...................................... 50
表4- 3 轉換成本之敘述性統計...................................... 51
表4- 4 顧客滿意之敘述性統計...................................... 51
表4- 5 顧客忠誠之敘述性統計...................................... 51
表4- 6 本研究量表之信度........................................... 53
表4- 7 測量模式良窳之判斷標準表................................. 54
表4- 8 量表之 Cronbach’s α、因素負荷量、CR、AVE.................... 55
表4- 9 變項之相關係數與區別效度................................. 57
表4- 10 模式之配適指標............................................ 59
表4- 11 路徑影響關係之效果值..................................... 59
表4- 12 假說驗證結果............................................... 60
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