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題名：服務品質、顧客知覺與忠誠度間關係之研究--以行動通訊系統業為例
書刊名：顧客滿意學刊
作者：李正文 引用關係／陳煜霖
作者(外文)：Lee, Cheng-wen／Chen, Yu-lin
出版日期：2005
卷期：1:1
頁次：頁51-83
主題關鍵詞：服務品質；顧客價值；顧客滿意；轉換成本；Perceived customer's value；Customer's satisfaction；Switching cost
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(15) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:15
  • 共同引用共同引用:30
  • 點閱點閱:26
近年來，由於政府開放電信市場自由化之後，行動通訊系統業發展迅速，市場競爭更為激烈，而臺灣行動電話的普及率高居世界第一。隨著電信市場的開放與競爭的增加，行動通訊系統業者不但要吸引新客戶，更重要的是如何留住舊有的客戶，因為吸引新客戶的成本遠高於留住舊有客戶所的成本，因此業者提高消費者對於公司的忠誠度則成為經營上的重要課題。 本研究提出九項假設，並利用問卷的方式來驗證，以臺北與桃園地區行動通訊系統用戶為調查對象，採用LISREL研究方法來分析服務價格、服務品質、顧客價值、顧客滿意、轉換成本與忠誠度之間的因果關係。本研究結果發現其中兩項假設不成立之外，其餘七項假設均成立：(1)服務價格與知覺服務品質有正向的因果關係；(2)服務價格與知覺顧客價值有負向的因果關係；(3)服務品質對顧客滿意有正向的因果關係；(4)知覺顧客價值對顧客滿意有正向的因果關係；(5)知覺顧客價值對忠誠度有正向因果的關係；(6)顧客滿意對忠誠度有正向的因果關係；以及(7)轉換成本對忠誠度有正向的因果關係。綜而言之，知覺顧客價值，顧客滿意與轉換成本對於忠誠度有正向且直接的關係，而知覺服務品質則透過顧客滿意對於忠誠度有間接的影響性。
Recently, with liberalization of the telecommunication industry, the development of the telecommunication industry has been swift, and the competition in the Taiwan market has more and more increased. The popular rate of mobile phone in Taiwan is number one in the world. The mobile phone service proprietor must know how to retain old customers, because the cost of attracting new customers is more than the cost of retaining old ones. That is, to increase the customer’s loyalty is an important issue for the corporation operation. This study used the questionnaires to survey those who have used the mobile telecommunication service in Taipei and Taoyuan. Through analyzing nine hypotheses by LISREL, this study found that: (1) Service price has a positive effect on perceived service quality; (2) Service price has a negative effect on perceived customer’s value; (3) Perceived service quality has a positive effect on customer’s satisfaction; (4) Perc4eived customer’s value has a positive effect on customer’s satisfaction; (5) Perceived customer’s value has a positive effect on loyalty; (6) Customer’s satisfaction has a positive effect on loyalty; (7) Switching cost has a positive effect on loyalty. In conclusion, perceived customer’s value, customer’s satisfaction and switching cost significantly influence loyalty.
期刊論文
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3.Bojanic, D. C.、Rosen, D. L.(1994)。Measuring service quality in restaurants: An application of the SERVQUAL instrument。Hospitality Research Journal，18(1)，3-14。  new window
4.Oh, H.、Parks, S. C.(1997)。Customer satisfaction and service quality: a critical review of the literature and research implications for the hospitality industry。Hospitality Research Journal，20(3)，35-64。  new window
5.de Ruyter, K.、Wetzels, M.、Lemmink, J.、Mattsson, J.(1997)。The Dynamics of The Service Delivery Process: A Value-Based Approach。International Journal of Research in Marketing，14(3)，231-243。  new window
6.Dodds, W. B.、Monroe, K. B.(1990)。The Effect of Brand and Price Information on Subjective Product Evaluations。Advances in Consumer Research，12(1)，85-91。  new window
7.Patton, M.、Stevens, P.、Knutson, B. J.(1994)。Internationalizing LODGSERV as a Measurement Tool: A Pilot Study。Journal of Hospitality and Leisure Marketing，2(2)，39-55。  new window
8.Lehtinen, U.、Lehtinen, J. R.(1991)。Two Approaches to Service Quality Dimension。Service Industries Journal，11(3)，287-303。  new window
9.Knutson, B. J.、Stevens, P.、Patton, M.、Thompson, C.(1992)。Consumers' Expectations for Service Quality in Economy, Mid-Price and Luxury Hotels。Journal of Hospitality and Leisure Marketing，1(2)，27-44。  new window
10.翁景民、莊亮淵(19950200)。產品滿意度、品牌忠誠度與移轉成本關係之研究。臺北銀行月刊，26(2)=305，18-28。  延伸查詢new window
11.Saleh, F.、Ryan, C.(1991)。Analysing Service Quality in the Hospitality Industry Using the SERVQUAL Model。The Service Industries Journal，11(3)，324-345。  new window
12.Oh, H.、Jeong, M.(1996)。Improving Marketers' Predictive Power of Customer Satisfaction on Expectation Based Target Market Levels。Hospitality Research Journal，19(4)，65-85。  new window
13.Getty, J. M.、Thompson, K. N.(1994)。A procedure for scaling perceptions of lodging quality。Hospitality Research Journal，18(2)，75-96。  new window
14.Dawkins, P.、Reichheld, F.(1990)。Customer Retention as a Competitive Weapon。Directors and Boards，14(4)，42-47。  new window
15.Fornell, C.、Wemerfelt, B.(1987)。Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis。Journal of Marketing Research，24(4)，337-346。  new window
16.Barsky, Jonathan D.、Labagh, Richard(1992)。A strategy for customer satisfaction。The Cornell Hotel and Restaurant Administration Quarterly，33(5)，32-40。  new window
17.Scitovszky, T.(1945)。Some consequences of the habit of judging quality by price。Review of Economic Studies，12(4)，100-105。  new window
18.Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。  new window
19.Fredericks, Joan O.、Salter, James M. II(1995)。Beyond Customer Satisfaction。Management Review，84(5)，29-32。  new window
20.Parasuraman, A.、Zeithaml, Valarie A.、Berry, Leonard L.(1994)。Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria。Journal of Retailing，70(3)，201-230。  new window
21.Parasuraman, A.、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-item Scale for Measuring Customer Perceptions of Service Quality。Journal of Retailing，64(1)，12-40。  new window
22.Parasuraman, A.、Berry, L. L.、Zeithaml, V. A.(1991)。Understanding Customer Expectation of Service。Sloan Management Review，32(3)，39-48。  new window
23.Cohen, J. B.、Martin, F.、Ahtola, O. T.(1972)。The Nature and Uses of Expectancy-Value Model in Consumer Attitude Research。Journal of Marketing Research，9(4)，456-460。  new window
24.Bojanic, D. C.(1996)。Consumer Perceptions of Price, Value and Satisfaction in the Hotel Industry: An Exploratory Study。Journal of Hospitality and Leisure Marketing，4(1)，5-22。  new window
25.Jones, M. A.、Mothersbaugh, D. L.、Beatty, S. E.(2000)。Switching barriers and repurchase intentions in services。Journal of Retailing，76(2)，259-274。  new window
26.Fornell, Claes、Johnson, Michael D.、Anderson, Eugene W.、Cha, Jaesung、Bryant, Barbara Everitt(1996)。The American Customer Satisfaction Index: Nature, Purpose, and Findings。Journal of Marketing，60(4)，7-18。  new window
27.Carman, James M.(1990)。Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions。Journal of Retailing，66(1)，33-55。  new window
28.Woodruff, Robert B.(1997)。Customer value: The next source for competitive advantage。Journal of the Academy of Marketing Science，25(2)，139-153。  new window
29.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect。Harvard Business Review，73(6)，88-99。  new window
30.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
31.Sirdeshmukh, Deepak、Singh, Jagdip、Sabol, Barry(2002)。Consumer trust, value, and loyalty in relational exchanges。Journal of Marketing，66(1)，15-37。  new window
32.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
33.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
34.Grönroos, Christian A.(1984)。A Service Quality Model and its Marketing Implications。European Journal of Marketing，18(4)，36-44。  new window
35.Oh, Haemoon(1999)。Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective。International Journal of Hospitality Management，18(1)，67-82。  new window
36.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
37.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
38.Oliver, Richard L.(1981)。Measurement and evaluation of satisfaction processes in retail settings。Journal of Retailing，57(3)，25-48。  new window
39.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
40.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。  new window
41.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
42.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
43.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
44.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science，12(2)，125-143。  new window
45.Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research，30(1)，7-27。  new window
會議論文
1.Guiltinan, J. P.(1989)。A classification of switching costs with implications for relationship marketing。1989 AMA Winter Educators' Conference: Marketing Theory and Practice，T. L. Childers, R. P. Bagozzi, J. P. Peter (Eds.) 。Chicago, IL：American Marketing Association。216-220。  new window
學位論文
1.劉崇義(2001)。顧客滿意之研究--以壽險業為例(碩士論文)。中原大學。  延伸查詢new window
2.郭德賓(1999)。服務業顧客滿意評量模式之研究(博士論文)。國立中山大學。new window  延伸查詢new window
圖書
1.Monroe, K. B.(1979)。Pricing: Marketing Profitable Decisions。McGraw-Hill。  new window
2.American Society for Quality Control(1995)。American Customer Satisfaction Index: Methodology Report。Milwaukee, WI：American Society for Quality Control。  new window
3.Hunt, H. Keith(1977)。Conceptualization and measurement of consumer satisfaction and dissatisfaction。Marketing Science Institute。  new window
4.Bagozzi, Richard P.(1980)。Causal Models in Marketing。New York, NY：John Wiley & Sons, Inc.。  new window
5.Sasser, W. E.、Olsen, R. P.、Wyckoff, D. D.(1978)。Management of Service Operation: Text, Case and Readings。Boston。  new window
6.Crosby, Philip B.(1979)。Quality is Free: the Art of Making Quality Certain。New York：New American Library。  new window
7.陳順宇(2000)。多變量分析。臺北：華泰書局。  延伸查詢new window
8.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
9.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
10.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
圖書論文
1.Miller, John A.(1977)。Studying Satisfaction, Modifying Models, Eliciting Expectations, Posing Problems and Making Meaningful Measurements。The Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction。Marketing Science Institute。  new window
2.Berry, Leonard L.(1983)。Relationship marketing。Emerging Perspectives on Services Marketing。Chicago, Illinois：American Marketing Association。  new window
 
 
 
 
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