| dc.contributor.advisor | 賴士葆 | zh_TW |
| dc.contributor.author (Authors) | 廖健聰 | zh_TW |
| dc.contributor.author (Authors) | Liao, Chien Tsung | en_US |
| dc.creator (作者) | 廖健聰 | zh_TW |
| dc.creator (作者) | Liao, Chien Tsung | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:00:39 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:00:39 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:00:39 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0933550171 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29992 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 93355017 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 台灣行動通信市場自從1997年開放自由競爭以來，市場發展迅速，到2003年用戶數到達最高峰，共2,509萬戶，普及率達111%，但2004年以來用戶數即出現下降趨勢，市場呈現飽和現象。在這樣競爭的環境下，各電信業者勢必要想辦法保有自己公司的忠誠顧客，並努力促成其他業者的顧客轉換過來，藉此來提高或維持自己的市場佔有率與獲利。 因此本研究由顧客滿意度和顧客忠誠度出發，研究滿意度對忠誠度的關係，並導入轉換成本之概念，研究轉換成本對忠誠度之影響，並探討轉換成本對於滿意度與忠誠度之間關係的干擾效果。 本研究以電信業為例，針對台北市使用2G、3G行動通訊服務之消費者進行研究，以便利抽樣之方式，在三大商圈共發放300份問卷，並回收有效問卷159份，經統計資料分析，本研究發現： (1) 顧客滿意度對顧客忠誠度具有正向關係。 (2) 轉換成本對顧客忠誠度具有正向關係。 (3) 顧客滿意度與忠誠度間之關係，會受到轉換成本之影響。 根據上述之結論，本研究建議電信業者可藉由提升特定項目之滿意度，來創造顧客忠誠，並靈活運用轉換成本之概念，藉由提高財務轉換成本，以降低舊客戶轉換到其他業者的意願；另一方面則創造比同業更低的程序轉換成本和不確定性成本，讓其他業者之用戶在考慮轉換過來時，不會面臨到很大的轉換成本。 | zh_TW |
| dc.description.tableofcontents | 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 研究範圍與限制……………………………… - 5- 第四節 研究流程……………………………………… - 7- 第二章 文獻探討…………………………………………… - 8- 第一節 顧客滿意度…………………………………… - 8- 第二節 顧客忠誠度…………………………………… -16- 第三節 轉換成本……………………………………… -24- 第四節 變數間關係之探討…………………………… -31- 第三章 研究設計…………………………………………… -38- 第一節 研究架構……………………………………… -38- 第二節 研究假說……………………………………… -40- 第三節 變數操作型定義……………………………… -42- 第四節 問卷設計……………………………………… -50- 第五節 研究樣本與抽樣方式………………………… -52- 第六節 資料分析方法………………………………… -53- 第四章 實證結果分析……………………………………… -56- 第一節 敘述性統計分析……………………………… -56- 第二節 信度與效度分析……………………………… -67- 第三節 變數間之相關分析…………………………… -70- 第四節 變數間之迴歸分析…………………………… -71- 第五章 結論與建議………………………………………… -77- 第一節 研究結論……………………………………… -77- 第二節 理論意涵……………………………………… -80- 第三節 實務意涵……………………………………… -81- 第四節 後續研究建議………………………………… -83- 第六章 參考文獻…………………………………………… -85- 第一節 中文文獻……………………………………… -85- 第二節 英文文獻……………………………………… -86- 附錄一 研究問卷基本資料與變數之交叉分析…………… -91- 附錄二 研究問卷…………………………………………… -97- | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0933550171 | en_US |
| dc.subject (關鍵詞) | 轉換成本 | zh_TW |
| dc.subject (關鍵詞) | 顧客滿意度 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 電信業 | zh_TW |
| dc.subject (關鍵詞) | Switching Cost | en_US |
| dc.subject (關鍵詞) | Customer Satisfacton | en_US |
| dc.subject (關鍵詞) | Customer Loalty | en_US |
| dc.subject (關鍵詞) | Telecommunication Industry | en_US |
| dc.title (題名) | 轉換成本對顧客滿意度與顧客忠誠度關係影響之研究-以電信業為例 | zh_TW |
| dc.title (題名) | A Study on Switching Cost, Customer Satisfaction, and Customer Loyalty-An Example in Telecommunication Industry | en_US |
| dc.type (資料類型) | thesis | en |
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