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。 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.
