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研究生:游臆蓉
研究生(外文):Yi-Rong Yu
論文名稱:行動應用程式使用意願之探討-以行動客服APP為例
指導教授:張巧真張巧真引用關係
指導教授(外文):Chiao-Chen Chang
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
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:2013
畢業學年度:101
論文頁數:87
中文關鍵詞:行動應用程式知覺價值企業形象滿意度使用意願
相關次數:
  • 被引用被引用:3
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  • 下載下載:131
  • 收藏至我的研究室書目清單書目收藏:3
電信服務業已邁入成熟期,留住舊有客戶已比增加新客戶愈來愈重要,因此電信業必須加強客戶服務領域的投資以維繫現有客戶。根據過去研究指出,自助服務科技可以增加服務遞送之效率,其預期效益包括增加顧客在使用過程與時效的主控權,提升顧客滿意度與忠誠度,並增加企業之競爭力,因此成為企業落實服務e化的重點之一。
隨著個人化行動裝置的普及與無所不在的網路環境,行動應用程式(Software Application, APP)不斷推陳出新,企業界普遍看好應用軟體下載市場,積極研發各式創新APP滿足來使用者需求,推出品牌行銷、便民服務與推廣各種加值應用…等行動應用程式;例如:台灣大哥大與遠傳電信也分別在2011、2012年推出「行動客服APP」,提供APP版個人化客戶服務管道。
故本研究目的欲探討APP版客戶服務管道的服務特性,即如:便利性、資訊品質、隱私/安全性、個人化,是否能提升顧客知覺價值,提升企業形象與滿意度,進而增進行動客服APP的使用意願,並探討知覺價值、企業形象與滿意度與使用意願之間的關係,利用SPSS與AMOS統計方法驗證各變項之因果關係,研究結果指出(1)行動客服APP之「服務品質」對「知覺價值」有正向影響;(2)「知覺價值」對「滿意度」、「企業形象」與「使用意願」有正向影響;(3)「滿意度」對「使用意願」有正向影響。本研究提出理論與實務意涵,並可作為其他服務業者建立客服APP之參考。

誌謝 I
中文摘要 II
ABSTRACT III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 行動化特性 8
第二節 服務品質 10
第三節 知覺價值 14
第四節 企業形象 17
第五節 滿意度 19
第六節 行為意向 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 26
第三節 研究變數的操作型定義與衡量 32
第四節 問卷設計與資料蒐集方法 37
第五節 資料分析方法 39
第四章 研究結果與討論 41
第一節 敘述性統計分析 41
第二節 問卷量表分析 45
第三節 結構方程模式分析 50
第五章 結論與建議 56
第一節 研究結論 56
第二節 管理意涵 60
第三節 研究限制 62
第四節 後續研究建議 62
第六章 參考文獻 63
附錄一 正式問卷 80

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