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題名 電信商提供適地性服務對消費者服務品質、顧客滿意度和顧客忠誠度的影響-以中華電信為例
作者 陳宛渝
Chen,Wan Yu
貢獻者 吳豐祥
陳宛渝
Chen,Wan Yu
關鍵詞 電信商
適地性服務
服務品質
顧客滿意度
顧客忠誠度
telecommunication oprators
location-based service
service quality
customer satisfaction
customer loyalty
日期 2011
上傳時間 30-Oct-2012 11:43:40 (UTC+8)
摘要 3G 行動網路的發展和智慧型手機銷售量的大幅成長之助力下,使得全球適地性服務進入多元化的發展階段。而處於萌芽期的台灣適地性服務市場,近年來,隨著傳統語音服務業務的飽和,電信商紛紛希望藉由提供行動加值服務開創新的商機,於是行動加值服務中的適地性服務成了新的發展契機。
     本研究認為適地性服務亦屬於服務的一類,但與一般實體服務業、線上購物的服務類型有所差異,故選擇以消費者直接接觸的電信商提供之適地性服務軟體 為研究對象,探討服務品質、顧客滿意度、顧客忠誠度的影響及其關係。以中華電信為研究對象,針對曾經參與適地性服務軟體開發的人員進行深度訪談,並根據質性研究的結果設計量化問卷及建立假設。本研究將問卷連結張貼於電子佈告欄系統的相關討論區,共取得 253 份有效問卷,以 SPSS19.0 軟體進行資料統計分析,驗證假設並提出研究發現與結論建議。
     本研究得到以下的主要結論:
     一、消費者在服務品質之感受程度,與電信商的關鍵資源和關鍵流程有關
     二、服務品質對於顧客滿意度具有顯著影響,且不同要項之影響效果不同 三、服務品質對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同
     四、顧客滿意度對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 五、服務品質、顧客滿意度對於顧客忠誠度具有顯著影響,且顧客滿意度的影響
     效果較高
Recently, the development of 3G mobile networks and the huge growth of smartphone, Location-based service has diverse application. In Taiwan, with the saturation of traditional voice service, oprators hope to find new opportuneities by providing mobile value-added service so Location-based service in the mobile value-added service has become a new direction of development.
     This study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty of Location-based services providing from oprators. Chunghwa Telecom is the main case for this study. This study obtains information by using both qualitative and quantitative research methods: in-depth interview and online survey. In the part of qualitative interview, interviewees are those participants who have been involved in the development of Location-based service in Chunghwa Telecom. As for the part of online survey, this study uses SPSS 19.0 software to analyze 253 valid questionnaires from PTT, the largest bulletin board system in Taiwan.
     After analyzing, this study comes to the following conclusions:
     1. The key resources and key processes of the oprators affect the feelings of the
     consumers` service quality.
     2. A significant relationship exisits between service quality and customer
     satisfaction, and different items have the different degree of influence.
     3. A significant relationship exisits between service quality and customer loyalty,
     and different items have the different degree of influence.
     4. A significant relationship exisits between customer satisfaction and customer
     loyalty, and different items have the different degree of influence.
     5. A significant relationship exisits among service quality, customer satisfaction
     and customer loyalty, and customer satisfaction have a higher degree of influence on customer loyalty than service quality.
摘要 II
     ABSTARCT III
     表目錄 VI
     圖目錄 VIII
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的與研究問題 4
     第三節 研究流程 5
     第貳章 文獻探討 7
     第一節 適地性服務 7
     第二節 商業模式 15
     第三節 服務品質 18
     第四節 顧客滿意度 24
     第五節 顧客忠誠度 27
     第六節 小結 30
     第參章 研究方法 31
     第一節 研究架構 31
     第二節 研究變數說明 32
     第三節 研究假設 33
     第四節 研究方法 35
     第五節 研究限制 37
     第六節 問卷設計 38
     第七節 統計分析方法 42
     第肆章 質化研究結果 44
     第一節 質化訪談背景 45
     第二節 中華電信適定性服務商業模式的建構 46
     第伍章 量化分析結果 52
     第一節 樣本分析 52
     第二節 敘述性統計分析 55
     第三節 中位數檢定 57
     第四節 因素分析與信度檢定 60
     第五節 相關性分析 66
     第六節 迴歸分析 67
     第七節 問卷研究之假設驗證 74
     第陸章 研究發現與討論 75
     第柒章 研究結論與建議 84
     第一節 研究結論 84
     第二節 研究建議 87
     第三節 研究貢獻 89
     第四節 後續研究的建議 90
     參考資料 92
     附錄 101
     附錄一、質化訪談大綱 101
     附錄二、問卷內容 102
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     二、 中文文獻
     期刊
     1. 李信興（2008），「系統性商業模式之觀念架構」，創業管理研究，第三卷第三期，119-145頁
     2. 陳明輝、胡哲生、高明瑞、侯勝宗、蔡依倫（2010），「社會企業與創業：建構互利共生的創新商業模式」，創業管理研究，第五卷第二期，83-110頁
     3. 陳昭文（2010），「台灣主要LBS廠商現況與服務發展趨勢」，MIC產業研究報告
     4. 陳勁甫、陳佩君、陳美惠、李佳玲（2006），「參觀者對博物館服務品質、知覺價值、滿意度及行為意圖關係之研究：以國立自然科學博物館為例」，科技博物，第十卷第二期
     5. 曾信超、李昀真、黃先鋒（2009），「建構行動電話加值服務市場區隔：以消費者生活型態、滿意度與忠誠度為變數」，行銷評論，第六卷第二期，249-298頁
     6. 楊明賢、李銘輝（2008），「臺灣北部地區旅遊活動利用行動定位服務之研究」，華岡地理學報，第二十一期，115-135頁
     7. 劉文良、湯宗泰（2007），「消費者對行動加值服務之付費意願」，電子商務學報，第九卷第三期，577-598頁
     8. 嚴秀茹、陳家祥、呂佩廷、許翠谷（2005），「服務e化對關係行銷成效之影響－以網路自助服務科技為例」，資訊管理學報，第十二卷第一期，1-28頁
     書籍
     1. 陳釧瑤、張奇、蔡華展、張家維、黃淑芬、林柏齊、顏向瑜、曾維貞（2009），行動寬頻下之適地性（LBS）服務發展趨勢，經濟部技術處產業技術知識服務計劃，MIC科技專案成果報告
     2. 黃國峰、林谷合（2009），LBS定位之商圈/展場創新服務研究計畫，財團法人資訊工業策進會委託之研究期末報告，未出版。
     3. 楊世瑩（2011），SPSS統計分析實務第二版，台北：旗標出版社
     碩博士論文
     1. 王櫻芳（2010），價值網絡與商業模式再創新之研究─以2002年至2009年P公司為例，國立中央大學財務金融學系碩士論文
     2. 白紀齡（2006），台灣線上音樂營運模式之探索，國立政治大學經營管理碩士學程學位論文
     3. 朱永正（2010），促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究—以屈臣氏連鎖藥妝店為例，國立中山大學企業管理研究所碩士論文
     4. 吳志忠（2006），泡沫經濟後日本金融業經營模式創新變革：瑞穗金融集團與新生銀行之個案探討，國立政治大學管理碩士學程學位論文
     5. 吳秀倫（2009），液晶電視品牌接觸點對顧客滿意度與忠誠度的影響之研究，國立政治大學廣告研究所碩士論文
     6. 宋貞儀（2007），體驗行銷、體驗價值對顧客滿意度與顧客忠誠度之影響—以彩妝品為例，國立政治大學廣告研究所碩士論文
     7. 何宥緯（2011），服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究以網路購物品牌lativ國民服飾為例，國立政治大學廣告研究所碩士論文
     8. 李愷修（2005），消費者採用位基服務（LBS）行為研究，國立台北大學企業管理研究所碩士論文
     9. 邱慧萍（2010），運動舞蹈商業模式之建構與研究，國立台灣大學商學研究所碩士論文
     10. 施百俊（2003），事業模式創新之研究，國立台灣大學商學研究所博士論文
     11. 施宥如（2007），體驗行銷對顧客滿意度與顧客忠誠度影響之研究¬—以爵士音樂餐廳Brown Sugar為例，國立政治大學管理碩士學程學位論文
     12. 徐火旺（2011），連鎖加盟型態之創新商業模式探討—以國內A皮膚科診所為例，國立中興大學高階經理人碩士在職專班碩士論文
     13. 陳禹成（2004），半導體產業之資訊科技應用、服務品質、顧客滿意度及顧客忠誠度關係之研究—以半導體材料及設備通路產業為例，國立政治大學企業管理研究所碩士論文
     14. 陳韋忠（2006），從電信產業的發展探討數位音樂經營模式的突破，國立政治大學經營管理碩士學程碩士論文
     15. 黃筠茜（2006），線上購物之服務品質、顧客知覺價值、滿意度、信任與忠誠度關聯性之研究，淡江大學企業管理研究所碩士論文
     16. 曾秀芬（2009），採用行動定位服務的關鍵因素：信任及使用動機，國立台灣大學商學研究所博士論文
     17. 曾繁庚（2006），行動加值服務的創新研究，國立政治大學科技管理研究所碩士論文
     18. 楊雅婷（2010），影響網路團購之顧客滿意度與忠誠度及其前置因素之研究，國立政治大學商管專業學院碩士論文
     19. 鄒貴懿（2010），旅館產業創新商業模式研究，中原大學企業管理學系碩士論文
     20. 鄭欽鴻（2010），消費者態度與信任對於接受適地性服務的行為傾向之影響─以台灣市場為例，國立中興大學企業管理研究所碩士論文
     網站與其他
     1. 中華電信官方網站，http://www.cht.com.tw/
描述 碩士
國立政治大學
科技管理研究所
99359004
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099359004
資料類型 thesis
dc.contributor.advisor 吳豐祥zh_TW
dc.contributor.author (Authors) 陳宛渝zh_TW
dc.contributor.author (Authors) Chen,Wan Yuen_US
dc.creator (作者) 陳宛渝zh_TW
dc.creator (作者) Chen,Wan Yuen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:43:40 (UTC+8)-
dc.date.available 30-Oct-2012 11:43:40 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:43:40 (UTC+8)-
dc.identifier (Other Identifiers) G0099359004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54764-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理研究所zh_TW
dc.description (描述) 99359004zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 3G 行動網路的發展和智慧型手機銷售量的大幅成長之助力下,使得全球適地性服務進入多元化的發展階段。而處於萌芽期的台灣適地性服務市場,近年來,隨著傳統語音服務業務的飽和,電信商紛紛希望藉由提供行動加值服務開創新的商機,於是行動加值服務中的適地性服務成了新的發展契機。
     本研究認為適地性服務亦屬於服務的一類,但與一般實體服務業、線上購物的服務類型有所差異,故選擇以消費者直接接觸的電信商提供之適地性服務軟體 為研究對象,探討服務品質、顧客滿意度、顧客忠誠度的影響及其關係。以中華電信為研究對象,針對曾經參與適地性服務軟體開發的人員進行深度訪談,並根據質性研究的結果設計量化問卷及建立假設。本研究將問卷連結張貼於電子佈告欄系統的相關討論區,共取得 253 份有效問卷,以 SPSS19.0 軟體進行資料統計分析,驗證假設並提出研究發現與結論建議。
     本研究得到以下的主要結論:
     一、消費者在服務品質之感受程度,與電信商的關鍵資源和關鍵流程有關
     二、服務品質對於顧客滿意度具有顯著影響,且不同要項之影響效果不同 三、服務品質對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同
     四、顧客滿意度對於顧客忠誠度具有顯著影響,且不同要項之影響效果不同 五、服務品質、顧客滿意度對於顧客忠誠度具有顯著影響,且顧客滿意度的影響
     效果較高		zh_TW
dc.description.abstract (摘要) Recently, the development of 3G mobile networks and the huge growth of smartphone, Location-based service has diverse application. In Taiwan, with the saturation of traditional voice service, oprators hope to find new opportuneities by providing mobile value-added service so Location-based service in the mobile value-added service has become a new direction of development.
     This study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty of Location-based services providing from oprators. Chunghwa Telecom is the main case for this study. This study obtains information by using both qualitative and quantitative research methods: in-depth interview and online survey. In the part of qualitative interview, interviewees are those participants who have been involved in the development of Location-based service in Chunghwa Telecom. As for the part of online survey, this study uses SPSS 19.0 software to analyze 253 valid questionnaires from PTT, the largest bulletin board system in Taiwan.
     After analyzing, this study comes to the following conclusions:
     1. The key resources and key processes of the oprators affect the feelings of the
     consumers` service quality.
     2. A significant relationship exisits between service quality and customer
     satisfaction, and different items have the different degree of influence.
     3. A significant relationship exisits between service quality and customer loyalty,
     and different items have the different degree of influence.
     4. A significant relationship exisits between customer satisfaction and customer
     loyalty, and different items have the different degree of influence.
     5. A significant relationship exisits among service quality, customer satisfaction
     and customer loyalty, and customer satisfaction have a higher degree of influence on customer loyalty than service quality.		en_US
dc.description.abstract (摘要) 摘要 II
     ABSTARCT III
     表目錄 VI
     圖目錄 VIII
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的與研究問題 4
     第三節 研究流程 5
     第貳章 文獻探討 7
     第一節 適地性服務 7
     第二節 商業模式 15
     第三節 服務品質 18
     第四節 顧客滿意度 24
     第五節 顧客忠誠度 27
     第六節 小結 30
     第參章 研究方法 31
     第一節 研究架構 31
     第二節 研究變數說明 32
     第三節 研究假設 33
     第四節 研究方法 35
     第五節 研究限制 37
     第六節 問卷設計 38
     第七節 統計分析方法 42
     第肆章 質化研究結果 44
     第一節 質化訪談背景 45
     第二節 中華電信適定性服務商業模式的建構 46
     第伍章 量化分析結果 52
     第一節 樣本分析 52
     第二節 敘述性統計分析 55
     第三節 中位數檢定 57
     第四節 因素分析與信度檢定 60
     第五節 相關性分析 66
     第六節 迴歸分析 67
     第七節 問卷研究之假設驗證 74
     第陸章 研究發現與討論 75
     第柒章 研究結論與建議 84
     第一節 研究結論 84
     第二節 研究建議 87
     第三節 研究貢獻 89
     第四節 後續研究的建議 90
     參考資料 92
     附錄 101
     附錄一、質化訪談大綱 101
     附錄二、問卷內容 102		-
dc.description.tableofcontents 摘要 II
     ABSTARCT III
     表目錄 VI
     圖目錄 VIII
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的與研究問題 4
     第三節 研究流程 5
     第貳章 文獻探討 7
     第一節 適地性服務 7
     第二節 商業模式 15
     第三節 服務品質 18
     第四節 顧客滿意度 24
     第五節 顧客忠誠度 27
     第六節 小結 30
     第參章 研究方法 31
     第一節 研究架構 31
     第二節 研究變數說明 32
     第三節 研究假設 33
     第四節 研究方法 35
     第五節 研究限制 37
     第六節 問卷設計 38
     第七節 統計分析方法 42
     第肆章 質化研究結果 44
     第一節 質化訪談背景 45
     第二節 中華電信適定性服務商業模式的建構 46
     第伍章 量化分析結果 52
     第一節 樣本分析 52
     第二節 敘述性統計分析 55
     第三節 中位數檢定 57
     第四節 因素分析與信度檢定 60
     第五節 相關性分析 66
     第六節 迴歸分析 67
     第七節 問卷研究之假設驗證 74
     第陸章 研究發現與討論 75
     第柒章 研究結論與建議 84
     第一節 研究結論 84
     第二節 研究建議 87
     第三節 研究貢獻 89
     第四節 後續研究的建議 90
     參考資料 92
     附錄 101
     附錄一、質化訪談大綱 101
     附錄二、問卷內容 102		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099359004en_US
dc.subject (關鍵詞) 電信商zh_TW
dc.subject (關鍵詞) 適地性服務zh_TW
dc.subject (關鍵詞) 服務品質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) telecommunication opratorsen_US
dc.subject (關鍵詞) location-based serviceen_US
dc.subject (關鍵詞) service qualityen_US
dc.subject (關鍵詞) customer satisfactionen_US
dc.subject (關鍵詞) customer loyaltyen_US
dc.title (題名) 電信商提供適地性服務對消費者服務品質、顧客滿意度和顧客忠誠度的影響-以中華電信為例zh_TW
dc.type (資料類型) thesisen
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     二、 中文文獻
     期刊
     1. 李信興（2008），「系統性商業模式之觀念架構」，創業管理研究，第三卷第三期，119-145頁
     2. 陳明輝、胡哲生、高明瑞、侯勝宗、蔡依倫（2010），「社會企業與創業：建構互利共生的創新商業模式」，創業管理研究，第五卷第二期，83-110頁
     3. 陳昭文（2010），「台灣主要LBS廠商現況與服務發展趨勢」，MIC產業研究報告
     4. 陳勁甫、陳佩君、陳美惠、李佳玲（2006），「參觀者對博物館服務品質、知覺價值、滿意度及行為意圖關係之研究：以國立自然科學博物館為例」，科技博物，第十卷第二期
     5. 曾信超、李昀真、黃先鋒（2009），「建構行動電話加值服務市場區隔：以消費者生活型態、滿意度與忠誠度為變數」，行銷評論，第六卷第二期，249-298頁
     6. 楊明賢、李銘輝（2008），「臺灣北部地區旅遊活動利用行動定位服務之研究」，華岡地理學報，第二十一期，115-135頁
     7. 劉文良、湯宗泰（2007），「消費者對行動加值服務之付費意願」，電子商務學報，第九卷第三期，577-598頁
     8. 嚴秀茹、陳家祥、呂佩廷、許翠谷（2005），「服務e化對關係行銷成效之影響－以網路自助服務科技為例」，資訊管理學報，第十二卷第一期，1-28頁
     書籍
     1. 陳釧瑤、張奇、蔡華展、張家維、黃淑芬、林柏齊、顏向瑜、曾維貞（2009），行動寬頻下之適地性（LBS）服務發展趨勢，經濟部技術處產業技術知識服務計劃，MIC科技專案成果報告
     2. 黃國峰、林谷合（2009），LBS定位之商圈/展場創新服務研究計畫，財團法人資訊工業策進會委託之研究期末報告，未出版。
     3. 楊世瑩（2011），SPSS統計分析實務第二版，台北：旗標出版社
     碩博士論文
     1. 王櫻芳（2010），價值網絡與商業模式再創新之研究─以2002年至2009年P公司為例，國立中央大學財務金融學系碩士論文
     2. 白紀齡（2006），台灣線上音樂營運模式之探索，國立政治大學經營管理碩士學程學位論文
     3. 朱永正（2010），促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究—以屈臣氏連鎖藥妝店為例，國立中山大學企業管理研究所碩士論文
     4. 吳志忠（2006），泡沫經濟後日本金融業經營模式創新變革：瑞穗金融集團與新生銀行之個案探討，國立政治大學管理碩士學程學位論文
     5. 吳秀倫（2009），液晶電視品牌接觸點對顧客滿意度與忠誠度的影響之研究，國立政治大學廣告研究所碩士論文
     6. 宋貞儀（2007），體驗行銷、體驗價值對顧客滿意度與顧客忠誠度之影響—以彩妝品為例，國立政治大學廣告研究所碩士論文
     7. 何宥緯（2011），服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究以網路購物品牌lativ國民服飾為例，國立政治大學廣告研究所碩士論文
     8. 李愷修（2005），消費者採用位基服務（LBS）行為研究，國立台北大學企業管理研究所碩士論文
     9. 邱慧萍（2010），運動舞蹈商業模式之建構與研究，國立台灣大學商學研究所碩士論文
     10. 施百俊（2003），事業模式創新之研究，國立台灣大學商學研究所博士論文
     11. 施宥如（2007），體驗行銷對顧客滿意度與顧客忠誠度影響之研究¬—以爵士音樂餐廳Brown Sugar為例，國立政治大學管理碩士學程學位論文
     12. 徐火旺（2011），連鎖加盟型態之創新商業模式探討—以國內A皮膚科診所為例，國立中興大學高階經理人碩士在職專班碩士論文
     13. 陳禹成（2004），半導體產業之資訊科技應用、服務品質、顧客滿意度及顧客忠誠度關係之研究—以半導體材料及設備通路產業為例，國立政治大學企業管理研究所碩士論文
     14. 陳韋忠（2006），從電信產業的發展探討數位音樂經營模式的突破，國立政治大學經營管理碩士學程碩士論文
     15. 黃筠茜（2006），線上購物之服務品質、顧客知覺價值、滿意度、信任與忠誠度關聯性之研究，淡江大學企業管理研究所碩士論文
     16. 曾秀芬（2009），採用行動定位服務的關鍵因素：信任及使用動機，國立台灣大學商學研究所博士論文
     17. 曾繁庚（2006），行動加值服務的創新研究，國立政治大學科技管理研究所碩士論文
     18. 楊雅婷（2010），影響網路團購之顧客滿意度與忠誠度及其前置因素之研究，國立政治大學商管專業學院碩士論文
     19. 鄒貴懿（2010），旅館產業創新商業模式研究，中原大學企業管理學系碩士論文
     20. 鄭欽鴻（2010），消費者態度與信任對於接受適地性服務的行為傾向之影響─以台灣市場為例，國立中興大學企業管理研究所碩士論文
     網站與其他
     1. 中華電信官方網站，http://www.cht.com.tw/		zh_TW