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研究生:飛鴻
研究生(外文):GANSUKH AMARJARGAL
論文名稱:影響顧客滿意度之研究:以Univision公司為研究案例
論文名稱(外文):The Factors Influence Customer Satisfaction: A Case Study of Univision LLC in Mongolia
指導教授:范惟翔范惟翔引用關係
指導教授(外文):FAN, WEI-XIANG
口試委員:藍俊雄郭東昇
口試日期:2020-06-15
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理學系管理科學碩博士班
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:2020
畢業學年度:108
語文別:英文
論文頁數:57
中文關鍵詞:服務質量客戶滿意度客戶忠誠度互聯網IPTV
外文關鍵詞:Service QualityCustomer SatisfactionCustomer loyaltyInternetIPTV
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  這些天來,社交媒體和互聯網平台日趨發展。地球上的所有人口都在使用互聯網與某人進行交流,獲取信息,甚至有些人甚至通過商業使用它。互聯網的發展證明了過去30年改變了人們的生活。而且,每個家庭都有電話和電視,以在家中獲取信息或娛樂自己。
  如今,許多企業已經基於計算機,電話和電視發展了。幾乎每個家庭的家裡都有這3種設備。但是那些設備必須由產生此服務的公司與Internet或電視電纜連接。幾年前,有許多公司提供互聯網,電話服務或電視電纜。但是沒有一家公司同時提供IPTV。 Univision LLC是最大的通過三重服務(電話,IPTV和Internet)為人們服務的組織。它是蒙古的№1ICT(信息和通信技術)組織。研究人員選擇了這家公司進行這項研究,以研究客戶滿意度,找出主要影響因素並提出改善服務質量的建議。
  這項研究的目的是在蒙古選定的電信組織中確定客戶滿意度評估。 SERVQUAL問卷是評估客戶對客戶滿意度的評估指標。結果,電信組織必須找到保持現有客戶以吸引新客戶的便捷方法。本研究旨在為新進入者實現獲得可持續競爭優勢的最佳途徑。
  以前的研究人員認為,服務質量對於吸引新客戶,通過增加客戶和忠誠度來賺取利潤具有積極作用。因此,本研究著重於確定可以直接影響客戶滿意度,客戶滿意度和客戶忠誠度的服務質量因素之間的關係。將進行調查以收集來自300位Univision LLC在烏蘭巴托市的蒙古消費者的信息,並使用SPSS 23統計軟件,並使用Microsoft Office EXCEL進行分析或得出結論。這項研究的重要性是為Univision客戶服務經理提供建議和幫助,以製定出戰略解決方案。
  The social media and platforms of internet are developing day by day in these days. All of the population of earth is using internet to communicate somebody, getting information and some of the population even use it by business. It is the proof of development of internet that changed people's life in last 30 years. Also, every household have telephone and TV to get information at home or entertain themselves.
  Univision LLC is the largest organization that serves people by triple service (Telephone, IPTV and Internet). It is the Mongolian №1ICT (Information and Communication Technologies) organization. The researcher has chosen this company for this study to research customer satisfaction, find out main impactful factors and give them suggestion to improve their service quality.
  The purpose of this study is to determine customer satisfaction assessment at a selected telecommunication organization in Mongolia. The indicator to evaluate the customer's perceptions of customer satisfaction is the SERVQUAL questionnaire. As a result, the telecommunication organizations have to find convenient ways to attract new customers by keeping current customers. This study intends to realize the optimal way to get sustainable competitive advantage for new entrant.
  Previous researchers defined that service quality positive effects on attracting new customers, earn profit by increasing customers and loyalty of customer. Therefore, this study focused on to determine relationship of service quality factors that can affect customer satisfaction directly, satisfaction of customer and customer loyalty. Survey will be conducted to collect from 320 Univision LLC's consumers of Mongolia in the city of Ulaanbaatar and SPSS 23 statistical software and Microsoft office EXCEL is used to analyses or conclude. The importance of the study is to provide suggestions and help to produce a strategic solution for Univision customer service managers.
MBA recommendation letter  i
ACKNOWLEDGEMENT  ii
論文摘要  iii
Abstract  iv
TABLE OF CONTENTS  vi
LIST OF FIGURES  ix
LIST OF TABLES  x
CHAPTER ONE  1
INTRODUCTION  1
1.1 Research Background and Research Motivation  1
1.2 Research Objective  3
1.3 Subject and Research Scope  3
1.4 The Procedure and Research Structure  4
1.5 Introduction about Univision LLC  5
CHAPTER TWO  7
LITERATURE REVIEW  7
2.1 Customer Satisfaction  7
2.1.1 Customer value  9
2.1.2 Satisfied customer  11
2.1.3 Dissatisfied customer  15
2.2 Customer loyalty  21
2.3 Relationship between customer satisfaction and customer loyalty  21
2.4 Hypotheses development  23
2.4.1 Physical aspects  23
2.4.2 Reliability  24
2.4.3 Individual Interaction  24
2.4.4 Solving Problems  25
2.4.5 Policy  26
CHAPTER THREE  27
RESEARCH METHODOLOGY  27
3.1 Research Framework  27
3.2 Data collection method  27
3.3 Sampling Technique and Data collection  28
3.4 Data Analysis  29
3.4.1 Reliability Test  29
3.4.2 Factor analysis  30
3.4.3 Structural Equation Modeling  30
3.4.4 Personal Information  31
CHAPTER FOUR  33
DATA ANALYSIS AND RESULTS  33
4.1 Descriptive Analysis 33
4.1.1 Characteristics of respondents  33
4.1.2 Measurement Result of Relevant Variables  35
4.2 Factor Analysis and Reliability Test  37
4.2.1 Service Quality  38
4.3 Structural Equation Model SEM  41
CHAPTER FIVE  45
CONCLUSIONS AND SUGGESTIONS  45
5.1 Suggestions  45
5.2 Research Conclusions  45
5.3 Research Limitation  48
REFERENCES  49
RESEARCH QUESTIONNAIRES  55
APPENDIX  55
LIST OF FIGURES
Figure 1.1 Research process  5
Figure 2.1 Customer loyalty  13
Figure 2.2 Mistakes that organizations mostly make  17
Figure 2.3 Dissatisfaction of customer  19
Figure 3.1 Research framework  27
Figure 4.1 Structural Equation Modeling Result  42
LIST OF TABLES
Table 1.1 Scope of study  4
Table 4.1 Profiles of samples  34
Table 4.2 Descriptive analysis for Service quality questionnaire items  35
Table 4.3 Descriptive analysis for Customer satisfaction questionnaire item 37
Table 4.4 Descriptive analysis for Customer loyalty questionnaire items  37
Table 4.5 Results of factor analysis and reliability check on Service Quality  39
Table 4.6 Results of factor analysis and reliability check on Customer Satisfaction  40
Table 4.7 Results of factor analysis and reliability check on Customer Loyalty  41
Table 4.8 Structural Equation Modeling  43
Table 5.1 The results of empirical test  47
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