關係歷程在服務品質、關係品質對顧客忠誠度
影響過程之調節效果─以行動電信業為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

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姓名

余杰峰(Chieh-Feng Yu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

關係歷程在服務品質、關係品質對顧客忠誠度影響過程之調節效果─以行動電信業為例
(to test the moderating effect of relational phase on the causal relation between quality of service and relation, and customer loyalty, the research has selected mobile telecommunication industry as target material )

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摘要(中)

隨著台灣開放行動通訊服務產業之後，在市場競爭激烈下，行動電信產業快速成長，至2007年為止台灣行動電信產業總用戶已超過2,430萬戶，使用行動電信服務的普及率高105.8%。因此目前行動電信產業間的競爭已經不再是開發新用戶，而是如何在現有的顧客基礎上建立與顧客的長期關係和忠誠度。
本研究從行動電信業者角度出發，希望透過服務品質的提升，增加顧客滿意度，建立彼此長久良好的關係品質，最後提升顧客的忠誠度。
本研究以實證的方式，針對手機用戶為研究對象發放問卷，總共回收454份問卷，扣除填答不全樣本47份，有效問卷為407份。採用線性結構模式來驗證「服務品質」、「關係品質」、「顧客忠誠度」三個潛在變數件的因果關係，並加入「關係歷程」為干擾變數探討之。研究顯示「服務品質」會影響「關係品質」與「顧客忠誠度」; 「關係品質」會影響「顧客忠誠度」，最後「關係歷程」對整體模式具有影響效果。

摘要(英)

Ever since the opening of Taiwan mobile telecommunication service industry, local mobile telecommunication market has grown rapidly through intense competition. By year 2007, the number of mobile service users in the local market has exceeded 24.3 million, reaching a popularity rate of 105.8%. Thus, the focus of the local mobile service provider has shifted from exploration of new customers, to construction of long term relation and loyalty with existing customers.
The research started off from the viewpoint of mobile service provider. Through constant improvement in quality of service, the research hoped to increase customer satisfaction, and build up long term relationship with existing customers, leading to the fortification in customer loyalty.
The research was built on empirical basis, with mobile handset users as target audience. Total number of survey forms responded was 454, with 47 void and 407 valid. The research adopted linear structure model to verify the causal relationship among three latent variables namely, ‘Service Quality’, Relationship Quality
’ and ‘Customer Loyalty’. ‘Relationship Phase’ was added as mediating factor to the structure. The result has come out with the following observations, 1. ‘Service Quality’ exhibits significant influence on ‘Relationship Quality’ and ‘Customer Loyalty’, 2. ‘Relationship Quality’ exhibits significant influence on ‘Customer Loyalty’, 3. ‘Relationship Phase’ exhibits significant influence on the entire structure.

關鍵字(中)

★ 服務品質
★ 關係品質
★ 顧客忠誠度
★ 關係歷程

關鍵字(英)

★ Service Quality
★ Relationship Quality
★ Customer Loyalty
★ Relationship Phase

論文目次

目錄
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程與論文架構 2
第二章文獻探討 4
第一節服務品質 4
第二節關係品質 9
第三節顧客忠誠度 13
第四節關係歷程 16
第三章研究方法 19
第一節研究架構 19
第二節變數的操作性定義、操作、衡量 20
第三節研究假設 22
第四節問卷設計 25
第五節資料蒐集及統計分析方法 26
第四章研究結果 28
第一節樣本敘述性分析 28
第二節研究變數結果描述 30
第三節研究變數之信度與效度分析 32
第四節人口統計變數對研究變數影響 37
第五節模型檢定結果 41
第五章結論與建議 55
第一節研究結論 55
第二節管理意涵 56
第三節研究限制 57
第四節後續研究建議 58
參考文獻 60
附錄一 68
附錄二 71
圖目錄
圖1.1 2007年電信各類服務佔電信服務總營收之比例圖 1
圖1.2 研究流程圖 3
圖2.1 知覺服務品質決定因素 7
圖2.2 關係品質模型 10
圖2.3 關係發展程序圖 17
圖3.1 研究架構圖 20
圖4.1 關係模式路徑圖 43
圖4.2 服務品質二階驗證型因素分析結構圖 44
圖4.3 關係品質二階驗證型因素分析結構圖 46
圖4.4 顧客忠誠度二階驗證型因素分析結構圖 48
圖4.5 整體模式關係路徑圖 51
表目錄
表2.1 服務品質定義 5
表2.2 服務品質衡量構面 8
表2.3 SERVQUAL量表衡量構面與評量項目 8
表2.4 關係品質定義 11
表2.5 關係品質衡量構面 12
表2.6 顧客忠誠度定義 14
表2.7 顧客忠誠五階段 15
表2.8 顧客忠誠度衡量構面 15
表4.1 性別分布表 28
表4.2 年齡分布表 28
表4.3 學歷分布表 29
表4.4 平約月所得分布表 29
表4.5 使用時間分布表 29
表4.6 行動電信公司分布表 30
表4.7 月平均通話費分布表 30
表4.8 服務品質敘述性統計量 31
表4.9 關係品質敘述性統計量 31
表4.10 顧客忠誠度敘述性統計量 32
表4.11 本研究信度分析表 33
表4.12 服務品質收斂效度分析表 35
表4.13 關係品質收斂效度分析表 35
表4.14 顧客忠誠度收斂效度分析表 36
表4.15 區別效度分析表 37
表4.16 不同性別變數之變異數分析及Scheffe事後檢定 37
表4.17 不同年齡變數之變異數分析及Scheffe事後檢定 38
表4.18 不同學歷變數之變異數分析及Scheffe事後檢定 39
表4.19 不同平均月所得變數之變異數分析及Scheffe事後檢定 39
表4.20 不同所使用的行動電話公司變數之變異數分析及Scheffe事後檢定 40
表4.21 不同月平均通話費變數之變異數分析及Scheffe事後檢定 41
表4.22 服務品質二階CFA模型適合度評估結果 45
表4.23 服務品質二階CFA內生潛在變數與顯性變數關係估計值 45
表4.24 服務品質二階CFA一階與二階潛在變數間關係估計值 46
表4.25 關係品質二階CFA模型適合度評估結果 47
表4.26 關係品質二階CFA內生潛在變數與顯性變數關係估計值 47
表4.27 關係品質二階CFA一階與二階潛在變數間關係估計值 48
表4.28 顧客忠誠度二階CFA模型適合度評估結果 48
表4.29 顧客忠誠度二階CFA內生潛在變數與顯性變數關係估計值 49
表4.30 顧客忠誠度二階CFA一階與二階潛在變數間關係估計值 49
表4.31 整體模式評估結果 50
表4.32 潛在變數因果關係圖 50
表4.33 不同關係歷程之變異數分析及Scheffe事後檢定 52
表4.34 建立期之潛在變數因果關係之路徑估計值 53
表4.35 成熟期之潛在變數因果關係之路徑估計值 53
表4.36 衰退期之潛在變數因果關係之路徑估計值 53

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三、網路資料
1. 國家通訊傳播委員會(NCC)，各類電信服務用戶數
http://www.ncc.gov.tw/chinese/files/08031/955_5504_080312_5.wdl
2. 國家通訊傳播委員會(NCC)，各類電信服務用戶數普及率
http://www.ncc.gov.tw/chinese/files/08031/955_5504_080312_5.wdl
3. 國家通訊傳播委員會(NCC)，2007年電信各類服務占電信服務總營收之比例
http://www.ncc.gov.tw/chinese/files/08031/955_5504_080312_2.wdl

指導教授

張東生(Dung-sheng Chang)

審核日期

2008-6-23

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