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研究生:翁源松
研究生(外文):WENG,YUAN-SUNG
論文名稱:顧客滿意度與顧客忠誠度關係之研究-以中華電信公司臺東營運處為例
論文名稱(外文):The Relationship between Customer atisfaction and Loyalty–A Case Study on Taitung Branch of ChungHwa Telecom Company
指導教授:施能木施能木引用關係
指導教授(外文):SHIH,NENG-MU
口試委員:謝昆霖趙家民
口試委員(外文):HSIEH,KUN-LINCHAO,KU-MIN
口試日期:2012-06-23
學位類別:碩士
校院名稱:國立臺東大學
系所名稱:健康促進與休閒管理碩士在職專班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:68
中文關鍵詞:電信服務中心顧客滿意度顧客忠誠度
外文關鍵詞:telecom service centrecustomer satisfactioncustomer loyalty
相關次數:
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本研究以中華電信東部某營運為例,由服務中心的顧客觀點,探討顧對服務顧客的滿意度與顧客忠誠度。
我國電事業於2001年7月陸續開放民營後,電信市場即進入激烈的競經營環境,顧客除了比價格及品質,服務外更比各構面的滿意度項目。顧客滿意度與忠誠度是影響電信服務中心顧客消費的因素之一,服務中心如何提升顧客滿意度與忠誠度是全省電信服務中心的目標,因此,服務中心所提供的服務過程給顧客的感受結果,是對競爭者取得優勢的重要因素。
本研究以便利抽樣之方式進行問卷調查,共計發放200 份問卷,扣除9份無效問卷後,有效問卷為191份,回收率為95.5%。研究發現結果如下:
(1)不同的社經變項對顧客滿意度有顯著差異。
(2)不同的社經變數對顧客忠誠度有顯著差異。
(3)顧客滿意度與顧客忠誠度具有正向的因果關係。
因此電信服務中心應持續提供良好的顧客服務,將有助於顧客的重複消費,以增進企業盈收。

The research aims to understand the relationship between the customers’ satisfaction and their loyalty to telecom service centres by investigate the customers’ perspectives in Taitung Branch of ChungHwa Telecom Company.
In Taiwan, since the telecom industry has been open to be run by private enterprises in July, 2001, the market has entered a severely competitive era. The customers today consider not only price and product quality but also services in all aspects in choosing among telecom service centres. It was evident that customers’ satisfaction and their loyalty are important factors. Hence, the enhancement of customers’ satisfaction and their loyalty has become the main goal of all service centres. In order to do so, the services provided by the staffs, the product value and the overall facility could be the key elements.
The present research was conducted with questionnaire and convenient sampling. 200 copies of questionnaire were sent out. With 191 valid responses, the overall response rate was 95.5%. The findings were as follows:
1.there was significant difference of customers’ satisfaction in social-economical variations;
2.there was significant difference of customers’ loyalty in social-economical variations;
3.there was positive relationship between satisfaction and loyalty of customers.
4.It was concluded that in order to maintain the returning customers and so to gain better profit, the telecom service centres should sustainably provide satisfactory services.

目錄
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 名詞解釋 4
第二章 文獻探討 5
第一節 中華電信公司簡介 5
第二節 顧客滿意度 9
第三節 顧客滿意度的衡量 14
第四節 顧客忠誠度 15
第五節 顧客忠誠度的衡量 17
第六節 顧客滿意度與忠誠度之相關文獻 18
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 20
第三節 問卷設計 23
第四節 問卷內容 24
第五節 研究對象與抽樣 25
第六節 統計分析方法 26
第四章 資料分析 28
第一節 信度分析 28
第二節 社經基本資料分析 30
第三節 不同社經背景對滿意度的影響 32
第四節 不同社經背景對忠誠度的影響 38
第五節 相關分析 47
第六節 顧客滿意度與顧客忠誠度各構面相關分析 47
第七節 顧客滿意度對顧客忠誠度之影響 49
第五章 結論與建議 51
第一節 研究結論 51
參考文獻 54
中文部份 54
英文部份 55
網路部份 58
附錄A 59
專家效度檢核表 59
預測問卷 63
正式問卷 66

表目錄
表2-1顧客滿意度定義之彙整表 10
表2-2 顧客滿意度之衡量的構面彙整表 15
表2-4顧客忠誠度定義之彙整表 16
表2-3 顧客忠誠度衡量之構面 17
表2-4 國外滿意度與忠誠度相關文獻彙整表 18
表3-1 「產品價值」構面題目設計表 24
表3-2 「人員服務」構面題目設計表 24
表3-3 「環境服務」構面題目設計表 24
表3-4 「幫公司建立良好口碑構面」構面題目設計表 25
表3-5 「重複購買產品或服務」構面題目設計表 25
表3-6 「惠顧各項產品或服務」構面題目設計表 25
表3-7 隨機抽樣問卷發放結果表 25
表4-1 顧客滿意度與各構面問項信度分析表 28
表4-2 顧客忠誠度與各構面問項信度分析表 29
表4-3 服務中心樣本社經背景資料表 30
表4-4 不同社經背景變數對顧客滿意度構面分析表 32
表4-5 教育程度對人員服務構面多重比較表(LSD) 35
表4-6 個人每月平均所得對人員服務構面多重比較表(LSD) 36
表4-7 不同社經背景變數對顧客滿意度假設檢定結果列表 37
表4-8不同社經背景變數對顧客忠誠度構面分析表 38
表4-9 年齡對重複購買品或服務構面多重比較表(LSD) 42
表4-10 教育程度對重複購買品或服務構面多重比較表(LSD) 43
表4-11 職業類別對重複購買品或服務構面多重比較表(LSD) 44
表4-12 每月平均所得對重複購買品或服務多重比較表(LSD) 45
表4-13 不同社經背景變數對顧客忠誠度假設檢定結果列表 46
表4-14 顧客滿意度與顧客忠誠度相關係數表 47
表4-15 顧客滿意度與顧客忠誠度假設檢定結果列表 47
表4-16 顧客滿意度與顧客忠誠度各構面相關係數表 48
表4-17 顧客滿意度與顧客忠誠度各構面假設檢定結果列表 48
表4-18 滿意度與忠誠度各構面迴歸分析檢定表 49
表5-1 假設驗證結果摘要表 52

圖目錄
圖1-1 研究流程圖 3
圖2-1 服務中心人員架構圖 7
圖2-2 中華電信台東服中心位置圖 7
圖3-1 研究架構圖 19
圖3-2 問卷設計流程圖 23


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張耀營 (2001). 國軍主計工作服務品質之研究. 國立國防管理學院資源管理研究所碩士論文.
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網路部份
中華電信股份有限公司 (2012). 服務據點客戶服務品質 Retrieved 瀏覽日期:2012/01/12, from http://www.cht.com.tw/csr/consumer-qmosc.html

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