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題名：服務品質與行為意向間的中介模型研究--以行動加值服務為例
書刊名：商管科技季刊
作者：紀信光 引用關係／章孟宸／余秋慧
作者(外文)：Chi, Hsin-kuang／Chang, Meng-chen／Yu, Chiou-huei
出版日期：2008
卷期：9:4
頁次：頁575-596
主題關鍵詞：行動加值服務；服務品質；顧客知覺價值；顧客滿意度；行為意向；Mobile value-added services；Service quality；Customer perceived value；Customer satisfaction；Behavior intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:16
  • 點閱點閱:35
　　隨著資訊科技的發達，行動通信普及率高達106%的情況下，行動通信費率則隨著競爭激烈而降價。為獲得更多收益，行動業者便積極開發行動加值服務這項新穎服務。因此，本研究係針對行動加值服務，探討顧客知覺價值與顧客滿意度在服務品質與行為意向中是否具有中介影響，以釐清服務品質與行為意向之關係。研究對象為使用過行動加值服務的消費者，採用網路問卷調查法來進行便利抽樣，共有207 樣本參與回答問卷。 　　結果顯示顧客知覺價值與顧客滿意度對行動加值服務扮演關鍵性中介角色，表示服務品質不能直接的影響行為意向，若欲有效提升行為意向，必須創造顧客知覺價值與增強顧客滿意度為首要。在研究總效果分析中，以顧客知覺價值的總效果值為最高，再次顯示出顧客知覺價值的相對重要性。當顧客知覺行動加值服務具有愉樂效果並對生活帶來實用性時，提升顧客所認知的消費價值，將有效的提升顧客後續對公司有利之行為（如推薦意願、再購意願及注意相關活動等）。
　　Due to the rapid development of information technology and the rapid increase of mobile communication popularity rate to 106%, the mobile communication rate has been reduced along with these trends. In order to obtain more revenues, the mobile industry has to develop more the mobile value-added services to their mobile communication services. Therefore, this study aims to investigate the mediating effects of customer value and customer satisfaction in mobile value-added services. A total of 207 mobile communication service subscribers responded the questionnaire. The results indicated that customer perceived value and customer satisfaction played a crucial mediating role in mobile value-added services. It indicated that service quality can't direct influence behavior intentions. The foremost thing is the creation of customer perceived value and increase of customer satisfaction. The results showed that customer perceived value has the highest value in the total effect analysis. It suggests that the customer perceived value is relatively important. When consumer perceived mobile value-added services have the cheerful effect and bring the practicability in the life, it will promotes the customer perceived value and effectively increases customers' advantageous behaviors (e.g. willingness to recommend and intention to repurchase) in the future.
期刊論文
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13.Sweeney, Julian C.、Soutar, Geoffrey N.、Johnson, Lester W.(1999)。The Role of Perceived Risk in the Quality-value Relationship: A Study in a Retail Environment。Journal of Retailing，75(1)，77-105。  new window
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15.Gundeersen, G. M.、Heide, M.、Olsson, H. U.(1996)。Hotel guest satisfaction among business travelers。The Cornell Hotel and Restaurant Administration Quarterly，37(2)，72-91。  new window
16.Williams, L. J.、Edwards, J. R.、Vandenberg, R. J.(2003)。Recent advances in causal modeling methods for organizational and management research。Journal of Management，29(6)，903-936。  new window
17.Varki, Sajeev、Colgate, Mark(2001)。The role of price perceptions in an integrated model of behavioral intentions。Journal of Service Research，3(3)，232-240。  new window
18.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management，11(4-6)，509-514。  new window
19.Tsalgatidou, A.、Pitoura, E.(2001)。Business Models and Transactions in Mobile Electronic Commerce: Requirements and Properties。Computer Networks，37(2)，221-236。  new window
20.Ravald, A.、Grönroos, C.(1996)。The Value Concept Relationship Marketing。European Journal of Marketing，30(2)，19-30。  new window
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30.Oh, Haemoon(1999)。Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective。International Journal of Hospitality Management，18(1)，67-82。  new window
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38.Parasuraman, Ananthanarayanan Parsu、Grewal, Dhruv(2000)。The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda。Journal of the Academy of Marketing Science，28(1)，168-174。  new window
39.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
40.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
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43.李淑芳與紀文章(2005)。年輕消費者行動電話上網便利或之研究。經濟與管理論叢，1(2)，163-186。  延伸查詢new window
44.國家通訊傳播委員會(2008)。各類電信服務用戶數普及率，國家通訊傳播委員會統計資料。http://www.ncc.gov.tw/chinese/files/08031/955_6.wdl。  延伸查詢new window
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46.Kim, K., Jeong, I., Park, J., Park, Y., Kim, C.,、Kim, T.(2007)。The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in Korea。Journal of expert systems with applications，32(3)，822-831。  new window
學位論文
1.何明珊(2004)。行動加值服務市場區隔與使用意願之研究(碩士論文)。國立成功大學。  延伸查詢new window
2.沈永軒(2002)。台灣行動電話市場區隔與定位分析--以行動加值服務市場為例(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Kolter, P.(2000)。Market Management: Analysis,Planning,Implementation and Control。New Jersey：Prentice-Hall Inc.。  new window
2.Keen, P. G. W.、Mackintosh, R.(2001)。The Freedom Economy: Gaining the M-commerce Edge in the Era of the Wireless Internet。Berkeley, CA：Osborne/McGraw-Hill Publication。  new window
3.李茂能(2006)。結構方程模式Amos之簡介及其在測驗編制上之應用: Graphics & Basic。臺北：心理。  延伸查詢new window
4.Solomon, M. R.(2004)。Consumer Behavior: Buying, Having, and Being。Prentice-Hall。  new window
5.Etzel, M. J.、Walker, B. J.、Stanton, W. J.(2001)。Marketing Management。McGraw-Hill。  new window
6.Sheth, J. N.、Newman, B. I.、Gross, B. L.(1991)。Consumption Values and Market Choices: Theory and Applications。South-Western Publishing Co.。  new window
7.Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
8.黃芳銘(2002)。結構方程模式--理論與應用。臺北市：五南。  延伸查詢new window
9.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
10.Hanson, Ward A.(2000)。Principles of internet marketing。South-Western College Publishing。  new window
11.經濟部標準檢驗局(2001)。ISO9000 品質管理系統－基本法則與詞彙。台北：經濟部標準檢驗局。  延伸查詢new window
圖書論文
1.Bitner, Mary Jo、Hubbert, Amy R.(1994)。Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer's Voice。Service Quality: New Directions in Theory and Practice。Thousand Oaks, CA：Sage。  new window
 
 
 
 
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