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研究生:蔡艾伶
研究生(外文):Tsai, Ai-Ling
論文名稱:顧客滿意度及忠誠度與購買意願關係之研究—以中華電信手機上網為例
論文名稱(外文):A Study of the Relations between Customer Satisfaction, Loyalty, and Purchase Intention – In the Case of Chunghwa Telecom’s Mobile Internet
指導教授:戴貞德戴貞德引用關係
指導教授(外文):Day, Jen-Der
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:工業工程與管理系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:82
中文關鍵詞:顧客滿意度顧客忠誠度購買意願手機上網
外文關鍵詞:Customer SatisfactionCustomer LoyaltyPurchase IntentionMobile Internet
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  2011年中華電信手機上網相關總營收達到118億新台幣,各業者無不爭先恐後搶食此市場大餅。有鑑於此,本研究旨在探討影響購買意願的因子,以中華電信手機上網使用者為調查對象,分析顧客滿意度、忠誠度、人口統計變數以及購買意願間的關係。
  本研究以實體與網路問卷的方式,針對中華電信手機上網使用者為抽樣對象,共計184個有效樣本,以效度與信度分析,來確認問卷題項;以皮爾遜積差相關法來分析顧客滿意度、忠誠度及購買意願間的相關影響;以獨立樣本T檢定與單因子變異數分析來檢驗人口統計變數對顧客滿意度、忠誠度和購買意願的影響。研究結果顯示職業變數在顧客滿意度上有顯著差異,尤以服務業與學生族群滿意度最高。顧客滿意度對購買意願有顯著正相關,顧客忠誠度與購買意願間達到高度顯著正相關。顧客滿意度與顧客忠誠度之間有顯著正相關。在滿意度構面中,受訪者對於上網品質感到最滿意,而對價格的滿意度最低。受訪者的忠誠度偏高,且注重加值服務及優惠方案。受訪者普遍具有購買意願,而促銷活動以及高性能與價格比值(C/P值)為刺激購買的要素,除此之外,受訪者相當在意上網價格與速度品質,當其獲得改善時,購買意願將提高。各構面研究結果達到一致性。基本上受訪者對於中華電信手機上網的滿意度與忠誠度屬中等偏高,若業者欲提高消費者購買意願,可從定價及上網速度品質著手進行改善。
The related revenue of Chunghwa Telecom (CHT)’s mobile internet achieved 11.8 billion NTD in 2011. Others competitors are also struggling in this competition. In the view of it, this study aims at investigate the decisive factors of purchase intention of mobile internet.
This study applies the way of entity and network questionnaires. Respondents refer to users of CHT’s mobile internet. 184 effective questionnaires are obtained. Validity and reliability analysis are used to confirm the questionnaire measurement items. Pearson's product-moment correlation is applied to analyze the correlations between customer satisfaction, loyalty, and purchase intention. Independent sample T-test and One-Way ANOVA are adopted to investigate if demographic variables impose a significant influence on customer satisfaction, loyalty, and purchase intention.
The results reveal that occupation variable has significant influence on customer satisfaction, respondents work as service industry and student score higher mean. Customer satisfaction has positive correlations with purchase intention. Customer loyalty displays highly positive correlations with purchase intention. And positive correlations also exist between customer satisfaction and loyalty. Respondents are satisfied with the quality but dissatisfied with the price. Respondents tend to be loyal and pay attention to promotions. Finally, respondents have intention to buy, but they require promotions and high capability/price (C/P) value as an inducement. Price and quality of mobile internet are also valued. The results of different constructs reveal consistency. Generally, degree of respondents’ satisfaction and loyalty are between medium to high. If CHT needs to enhance the purchase intention, it is suggested to maintain and improve its quality and modify its price of mobile internet.
摘要 ii
ABSTRACT iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Procedures 5
1.4 Research Structure 6
Chapter 2 Literature Review 8
2.1 Customer satisfaction 8
2.2 Customer loyalty 10
2.3 Purchase Intention 13
Chapter 3 Research Design and Methodologies 14
3.1 Conceptual Framework and Hypotheses 14
3.1.1 Conceptual Framework 14
3.1.2 Hypotheses 15
3.2 Definitions of Research Variables 16
3.2.1 Customer Satisfaction 16
3.2.2 Customer Loyalty 18
3.2.3 Purchase Intention 20
3.2.4 Demographic Variables 22
3.3 Questionnaire Survey and Sampling Plan 22
3.3.1 Pilot Test 23
3.3.2 Sampling Plan 24
3.4 Data Analysis Procedures 25
Chapter 4 Analysis and Results 27
4.1 Descriptive Analysis 27
4.1.1 Data Collection 27
4.1.2 Characteristics of Respondents 27
4.1.3 Measurement Results for Relevant Research Variables 30
4.2 Reliability and Validity Tests 38
4.3 The Influence of Demographic Variables on Customer Satisfaction, Customer Loyalty, and Purchase Intention 43
4.3.1 The Influence of Demographic Variables on Customer Satisfaction 43
4.3.1.1 The Influence of Gender Differences on Customer Satisfaction 43
4.3.1.2 The Influence of Age Differences on Customer Satisfaction 44
4.3.1.3 The Influence of Education Level Differences on Customer Satisfaction 45
4.3.1.4 The Influence of Occupation Differences on Customer Satisfaction 46
4.3.1.5 The Influence of Monthly Income Differences on Customer Satisfaction 48
4.3.2 The Influence of Demographic Variables on Customer Loyalty 50
4.3.2.1 The Influence of Gender Differences on Customer Loyalty 50
4.3.2.2 The Influence of Age Differences on Customer Loyalty 51
4.3.2.3 The Influence of Education Level Differences on Customer Loyalty 52
4.3.2.4 The Influence of Occupation Differences on Customer Loyalty 53
4.3.2.5 The Influence of Monthly Income Differences on Customer Loyalty 55
4.3.3 The Influence of Demographic Variables on Purchase Intention 57
4.3.3.1 The Influence of Gender Differences on Purchase Intention 57
4.3.3.2 The Influence of Age Differences on Purchase Intention 58
4.3.3.3 The Influence of Education Level Differences on Purchase Intention 59
4.3.3.4 The Influence of Occupation Differences on Purchase Intention 61
4.3.3.5 The Influence of Monthly Income Differences on Purchase Intention 62
4.4 Correlation between Customer Satisfaction, Customer Loyalty, and Purchase Intention.. 65
Chapter 5 Conclusions and Suggestions 68
5.1 Conclusions 68
5.2 Suggestions 71
5.3 Limitations and Future Research 74
References 75
Appendix: Questionnaire in Chinese 80
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