查詢結果分析
來源資料
頁籤選單縮合
題 名 | 行動通訊消費者反應之研究=The Study of Reaction of Mobile Communication Consumer |
---|---|
作 者 | 李訓明; | 書刊名 | 龍華科技大學學報 |
卷 期 | 19 民94.09 |
頁 次 | 頁155-169 |
分類號 | 496.7 |
關鍵詞 | 顧客反應; 結構方程式; Satisfaction reaction; SEM; |
語 文 | 中文(Chinese) |
中文摘要 | 通訊業者面對已趨飽和的市場及高度的顧客轉換率,如何提高其顧客滿意度來維持市場佔有率,進而爭取新客戶,實為各業者服務行銷當務之急。本文採用結構關聯模式(Structural Equation Modeling, SEM),探討通訊業者的服務行銷活動中服務及產品內容構面對顧客滿意度的影響,藉此顧客滿意度的反應而產生顧客保留或顧客轉換的成效,結果顯示只有服務構面才是影響顧客轉換、顧客保留與否的主因,產品構面並無顯著影響。 |
英文摘要 | It is rally urgent to all mobile telecom carriers facing the saturation of the marketing share and high churn rate. It is also very important to all of the carriers to raise the customer satisfaction and marketing share in order to increase the quantity of the new customers. This article research the influence to the customer satisfaction from the service and product profiles when carriers promote their marketing content of product and service by Structural Equation Modeling that will reveal the result of transformation from churn and customer loyalty. The result has revealed that the influence to the customer transformation or customer retention is service profile. |
本系統中英文摘要資訊取自各篇刊載內容。