隨著2013年10月台灣地區4G電信執照的競標作業完成，代表著台灣地區的網路通信服務即將邁入更高速更穩定的環境，而在這其中所蘊含的應用開發與相關硬體市場商機，是既有業者或是新進競爭者磨拳擦掌爭相搶進的大餅，在這影響未來台灣電信產業版圖的4G服務即將開台之際，行動通訊業務的大宗使用者「智慧型手機使用者」在此時影響它們產生轉換行為的決策進而影響對於電信業者的忠誠度之關鍵因素為何？值得在此刻做一深入探討。

Kotler（2006）研究指出，開發一位新顧客的成本是留住一位既有顧客的五倍，本研究將從使用者對服務品質、價格、企業形象以及產生轉換業者意圖等構面，研究台灣地區智慧型手機使用者為對電信業者忠誠度之關鍵因素探討，並進一步比較這些關鍵因素是否會因使用者的年齡、教育程度、收入及職業別有所差異，依此統計分析結論提供電信產業針對不同使用者族群制定相關行銷策略，以維繫既有用戶之忠誠度，更甚者吸引新進顧客的加入，同時也與歐美等國外使用者決策行為做一比較，不同文化背景是否決策排名有所差異。本研究擬採專家訪談與智慧型手機使用者發放問卷調查之方式進行，並採用層級分析程序法（Analytical Hierarchy Process, AHP）分析受訪者對於所有評估指標及屬性之間的重要性排序。

研究發現，智慧型手機使用者最重視手機通訊、連網速度或人員的服務品質，在使用者對電信業者忠誠度的關鍵因素中，若電信業者所提供的各項服務品質能維持一定水準，則可以有效的維繫既有使用者的忠誠度。但若有價格構面的關鍵因素如資費、綁約彈性以及贈送加值服務等，則會造成用戶產生轉換意圖，而電信業者可針對此一構面進行更深入的行銷策略或經營規劃研究，以良好及穩定的服務品質鞏固既有客戶，多樣化及彈性的價格資費來吸引新進用戶。

When 4G license auction finished on Oct 2013 in Taiwan, It also means telecommunication service will getting faster and more stable. Lots of business opportunity of APPs application and hardware design will be all the telecommunication companies want to share or highly competitive market. When 4G services on line that will impact telecommunication companies in Taiwan a lot. One of largest subscribers - Smartphone users. What is the key factor to impact loyalty to telecommunication company? That should be do a research at this moment.

Kolter(2006), It costs about five times more to obtain a new customer than to maintain the relationship with an existing customer. This study try to find out key factor of loyalty to telecommunication companies of Smartphone users by service quality、price、enterprise image and switching behavior. And also analyze by age、education、income and career and see is there any different result between these variance. This study wants provide result to telecommunication companies to make marketing strategy for different kind of customer for maintain existing customer even obtain new customer. The results also compare with different culture study to see is there any different. This study applies expert interview and questionnaire to Smartphone users, and use Analytical Hierarchy Process (AHP) to analyze key factor ranking.

The results shows that telecommunication quality、internet speed and customer service quality are most important factor by Smartphone users. Moreover, telecommunication quality is the key factor to maintain exiting customer's loyalty to telecommunication companies. But, if other price issue occur, like: fees per month、flexible contract or a free value added service, It makes customer to have switching behavior. Telecommunication companies can focus on price issues for advance research and marketing strategy. Maintain existing customer by fast and stable telecommunication quality, diversification and flexible price combination to attract new customer to apply service.

第一章 緒論..........1
第一節 研究背景與動機..........1
第二節 研究目的..........4
第三節 研究範疇..........5
第四節 研究流程..........5
第二章 文獻探討..........7
第一節 智慧型手機應用、發展與服務現況..........7
第二節 服務品質、企業形象與顧客滿意度..........16
第三節 價值利益、轉換意圖與忠誠度..........25
第四節 小結..........32
第三章 研究方法..........34
第一節 研究架構與分析流程設計..........34
第二節 專家訪談法..........36
第三節 層級分析法（Analytical Hierarchy Process, AHP）..........38
第四章 實證研究..........49
第一節 專家訪談結果與層級分析架構關鍵因素修正..........49
第二節 問卷調查結果分析..........54
第五章 研究結論與建議..........86
第一節 研究結論與管理意涵..........86
第二節 研究限制與未來研究方向建議..........90
參考文獻..........91
中文部分..........91
英文部分..........94
附錄一 問卷大綱..........99
附錄二 正式問卷..........103

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