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題 名 | 電信業有效消費者回應對顧客滿意度之實證研究=An Empirical Study on the Impact of Efficiency Customer Response of Telecomunication Business to Consumers' Satisfaction |
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作 者 | 沈德裕; 簡大濤; | 書刊名 | 運動休閒管理學報 |
卷 期 | 3:1 民95.06 |
頁 次 | 頁163-184 |
分類號 | 557.7、557.7 |
關鍵詞 | 有效消費者回應; 服務品質; 顧客滿意度; Efficient consumer response; Service quality and customers' satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 在電信市場正邁向自由化、國際化及全球化的方向發展,數位匯流將澈底改變傳統電信,電信及媒體事業跨業整合是未來的趨勢,未來電信市場產品將更多元、競爭更激烈。在國內外文獻中有關有效消費者回應(efficient consumer response; ECR)之論述認為,ECR可透過資訊的應用讓銷售部門、區域及總部之間連結更順暢,來改善客戶服務品質,提高工作績效及提高顧客滿意度。本研究將從消費者的角度,從需求面探討電信業者執行ECR,藉此研究暸解ECR與服務品質、顧客滿意度之間關係,針對台灣中部地區(台中、彰化、南投)非對稱式數位用戶迴路 (asymmetric digital subscriber line; ADSL) 使用者為對象,採用便利抽樣法進行調查,共發放410份正式問卷,有效回收問卷為318份。研究調查中發現,顧客對價格滿意度最低,今ADSL市場競爭愈趨激烈,若需求彈性大,則降價可提高總收益;女性顧客在「新品介紹」同意程度高於男性顧客,推論女性顧客較重視新產品訊息,這是產品業者行銷的重點;同時女性顧客對「情境」因素重視程度高於男性,推論女性在品牌形象、知名度較為重視;ADSL故障申告的維修速度最低,應力求改善,並提供業者參考。有效消費者回應構面對服務品質及顧客滿意度都具有正向的影響關係,影響力大小順序為「商品供裝」、「新品介紹」、「商品組合」,服務品質構面對顧客滿意度都是正向的影響關係,對顧客滿意度影響力大小分別為「保證性」、「可靠性」、「回應性」、「關懷性」、「實體性」。電信業實施有效消費者回應的成效,將影響服務品質,同時影響到顧客滿意度。在整個電信業務行銷過程中,有必要透過資訊系統的應用,快速回應消費者需求,創造消費者更高的價值,以創造更大的競爭優勢,是電信業者經營的成功關鍵。 |
英文摘要 | The telecommunication market steps to the direction of globalization, deregulation and internationalization. The digital integration will completely change the conventional way, which combined with media shaping the tendency in the future, and cause more violent competition than before. Efficient Consumer Response (ECR) mentioned in many literatures, which could improve the communication channel among sales, consumers and departments. Company, SBU and sale department are smoothly connected through the application of information technique for improving the service quality, and escalating working performance and customers’ satisfaction. The study focuses on exploring the telecom business, which implement ECR from the dimension of demand, and analyzing the impact and relationship of service quality, customers' satisfaction and ECR. The population for the study consists of ADSL users, who live on the central area of Taiwan, and conduct of survey, was based on randomly convenient sampling method. Of the 410 questionnaires were sent, 318 completed questionnaires were collected in this study. The finding of this study indicates that (1) The data reveals the lower satisfaction to price of product. Newsday the competition of ADSL market has more &more vehement, the method of down-price could increase total revenue if the market has higher elasticity. (2) The level of preference in the 'recommend of new product', female consumer has significantly different, & induct that they emphasize on the information of new product. In the dimension of 'sense' also has same situation, & induct that they emphasize on famous brand. (3) the lower efficient in the maintenance & repair of ADSL obstacle should be improved, & provide the industry with empirical research. The finding of this study also reveals that ECR has significant positive relation to both service quality and customers' satisfaction, Among the factors, the supply and installment of product occupies the first, the recommend of new product is the second, the merchandise combination is the third. On the Service quality, it shows the positive relation to customers' satisfaction, the verification ranks the first, the order of others as follow: the reliability, the responsiveness, the consideration and the tangible. The performance of business practicing ECR will affect both service quality and customers' satisfaction. On the marketing process, enforcing the information system just in time and responding rapidly consumers' demand for promoting customers' satisfaction and competition competence are the critical factor of successful administration in telecom industry. |
本系統中英文摘要資訊取自各篇刊載內容。