探討中華電信服務品質、顧客滿意度與忠誠度之研究—以企業客戶之雲端服務為例

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姓名

王秀珍(Wang-Hsiu Chen) 查詢紙本館藏

畢業系所

資訊管理學系在職專班

論文名稱

探討中華電信服務品質、顧客滿意度與忠誠度之研究—以企業客戶之雲端服務為例
(A Study of Chunghwa Telecom on Service Quality, Customer Satisfaction and Loyalty: Cloud Computing Service for Enterprise Customer)

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摘要(中)

隨科技進步與無線、行動網路的發展，雲端服務是個具有相當潛力的嶄新的服務，藉由雲端服務可以協助公司節省成本與提升效率。中華電信也積極協助成立台灣雲端運算產業協會，並持續推動雲谷中心的建置，為台灣雲端運算產業邁入「跨雲」互接之國際舞台準備。此外，中華電信更投入多項雲端產品的開發，其中廣為企業所認同的hicloud雲運算產品，不但可以降低企業機房建置複雜且費時的情況，透過租賃雲端服務的方式，亦可協助企業達到省時、省力、省成本之目的。
本研究從雲端服務品質的觀念出發，以服務有形性、服務可靠性、服務反應性、服務保證性、服務關懷性五個構面來探討雲端服務品質對顧客滿意度與忠誠度的影響。本研究之研究方式採驗證性方法，問卷調查方式進行，研究對象以使用過中華電信雲端服務的使用者為主，分別回收193份有效樣本數，並使用SPSS統計軟體為分析工具，採用敘述統計分析、信度分析、效度分析、相關性分析與迴歸分析等統計方法，實證結果發現︰(1) 受訪者對於「服務關懷性」的認同度最高，且多為中華電信所提供的雲端服務感到滿意，並具有較高的忠誠度；(2) 服務品質對顧客滿意度與顧客忠誠度具有正向的影響；(3) 顧客滿意度與顧客忠誠度間具有正向關係。

摘要(英)

As immense development of technology, wireless and mobile networks, cloud computing service is a rather novel service with potential using for costs saving and efficiency upgrade. Chunghwa telecom facilitates to establish the Cloud Computing Association in Taiwan enthusiastically and promotes the construction of cloud valley continuously preparing for inter-cloud of Taiwan’s cloud computing industries connecting with international arena. Besides, Chunghwa telecom has input various developments of cloud products until now. The hicloud products widely acknowledged by enterprises can lower complexity and time-consuming costs of construction for the information data center room, but help enterprises to save time, resource and costs using leasing cloud services as well.
This work derives from cloud computing service quality to investigate the affection on customer satisfaction and loyalty by cloud computing service quality using five dimensions such as tangible services, service reliability, service responsiveness, service assurance, service empathy. The research method of this work is confirmatory analysis using questionnaires. Users with experience of Chunghwa telecom cloud computing service are mainly research subjects and 193 valid samples are used for performing descriptive statistics, reliability analysis, validity analysis, correlation analysis, and regression analysis using SPSS. After the empirical research, the major findings are as follows: (1) participants perform high degree of recognition to service empathy and demonstrate a higher satisfaction with loyalty for cloud computing service offered by Chunghwa telecom; (2) service quality has positive affection on customer satisfaction and loyalty; (3) customer satisfaction and loyalty has positive relationship.

關鍵字(中)

★ 服務品質
★ 顧客滿意度
★ 顧客忠誠度
★ 雲端服務

關鍵字(英)

★ Service quality
★ Customer satisfaction
★ Customer loyalty
★ Cloud service

論文目次

摘要 i
Abstract ii
第一章前言 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 2
1.4 研究流程 3
第二章文獻回顧 4
2.1 雲端服務 4
2.2 中華電信雲端產品 6
2.3 PZB 服務品質模式 9
2.4 顧客滿意度 15
2.5 顧客忠誠度 16
第三章研究方法 18
3.1 研究架構 18
3.2 研究假說 18
3.3 變數操作型定義 20
3.4 研究對象與實施過程 23
3.5 統計方法 24
第四章實證結果分析 26
4.1 顧客基本資料分析 26
4.2 衡量模式之信度與效度 27
4.3 雲端服務顧客問卷之敘述統計分析 30
4.4 相關性分析 35
4.5 服務品質對顧客滿意度與顧客忠誠度之影響 36
第五章結論與建議 39
5.1 結論 39
5.2 建議 40
5.3 未來研究方向 42
5.4 研究限制 42
參考文獻 44
附錄：研究問卷 50

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【網路文獻】
1.曹永暉(2009)，「運算在雲端:雲端服務園區」，瀏覽日期：2013年5月1日，取自：http://www.idc.com.tw/research/detail.jsp?id=MzE=
2.中華電信hicloud官網，http://hicloud.hinet.net/

指導教授

周惠文(Huey-Wen Chou)

審核日期

2013-7-24

推文