Title page for 954201008


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Student Number 954201008
Author Chieh-Feng Yu(余杰峰)
Author's Email Address No Public.
Statistics This thesis had been viewed 2195 times. Download 5 times.
Department Business Administration
Year 2007
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title to test the moderating effect of relational phase  on the causal relation between quality of service and relation,   and customer loyalty, the research has selected mobile telecommunication industry as target material
Date of Defense 2008-06-14
Page Count 83
Keyword
  • Customer Loyalty
  • Relationship Phase
  • Relationship Quality
  • Service Quality
  • Abstract Ever since the opening of Taiwan mobile telecommunication service industry, local mobile telecommunication market has grown rapidly through intense competition. By year 2007, the number of mobile service users in the local market has exceeded 24.3 million, reaching a popularity rate of 105.8%. Thus, the focus of the local mobile service provider has shifted from exploration of new customers, to construction of long term relation and loyalty with existing customers.
    The research started off from the viewpoint of mobile service provider. Through constant improvement in quality of service, the research hoped to increase customer satisfaction, and build up long term relationship with existing customers, leading to the fortification in customer loyalty.
    The research was built on empirical basis, with mobile handset users as target audience. Total number of survey forms responded was 454, with 47 void and 407 valid. The research adopted linear structure model to verify the causal relationship among three latent variables namely, ‘Service Quality’, Relationship Quality
    ’ and ‘Customer Loyalty’. ‘Relationship Phase’ was added as mediating factor to the structure. The result has come out with the following observations, 1. ‘Service Quality’ exhibits significant influence on ‘Relationship Quality’ and ‘Customer Loyalty’, 2. ‘Relationship Quality’ exhibits significant influence on ‘Customer Loyalty’, 3. ‘Relationship Phase’ exhibits significant influence on the entire structure.
    Table of Content 目錄
    第一章 緒論1
    第一節 研究背景與動機1
      第二節 研究目的2
      第三節 研究流程與論文架構2
    第二章 文獻探討4
      第一節 服務品質4
      第二節 關係品質9
      第三節 顧客忠誠度13
      第四節 關係歷程16
    第三章 研究方法19
      第一節 研究架構19
      第二節 變數的操作性定義、操作、衡量20
      第三節 研究假設22
      第四節 問卷設計25
      第五節 資料蒐集及統計分析方法26
    第四章 研究結果28
      第一節 樣本敘述性分析28
      第二節 研究變數結果描述30
      第三節 研究變數之信度與效度分析32
      第四節 人口統計變數對研究變數影響37
      第五節 模型檢定結果41
    第五章 結論與建議55
      第一節 研究結論55
      第二節 管理意涵56
      第三節 研究限制57
      第四節 後續研究建議58
    參考文獻60
    附錄一68
    附錄二71
    圖目錄
    圖1.1 2007年電信各類服務佔電信服務總營收之比例圖1
    圖1.2 研究流程圖3    
    圖2.1 知覺服務品質決定因素7
    圖2.2 關係品質模型10
    圖2.3 關係發展程序圖17
    圖3.1 研究架構圖20
    圖4.1 關係模式路徑圖43
    圖4.2 服務品質二階驗證型因素分析結構圖44
    圖4.3 關係品質二階驗證型因素分析結構圖46
    圖4.4 顧客忠誠度二階驗證型因素分析結構圖48
    圖4.5 整體模式關係路徑圖51
    表目錄
    表2.1 服務品質定義5
    表2.2 服務品質衡量構面8
    表2.3 SERVQUAL量表衡量構面與評量項目8
    表2.4 關係品質定義11
    表2.5 關係品質衡量構面12
    表2.6 顧客忠誠度定義14
    表2.7 顧客忠誠五階段15
    表2.8 顧客忠誠度衡量構面15
    表4.1 性別分布表28
    表4.2 年齡分布表28
    表4.3 學歷分布表29
    表4.4 平約月所得分布表29
    表4.5 使用時間分布表29
    表4.6 行動電信公司分布表30
    表4.7 月平均通話費分布表30
    表4.8 服務品質敘述性統計量31
    表4.9 關係品質敘述性統計量31
    表4.10 顧客忠誠度敘述性統計量32
    表4.11 本研究信度分析表33
    表4.12 服務品質收斂效度分析表35
    表4.13 關係品質收斂效度分析表35
    表4.14 顧客忠誠度收斂效度分析表36
    表4.15 區別效度分析表37
    表4.16 不同性別變數之變異數分析及Scheffe事後檢定37
    表4.17 不同年齡變數之變異數分析及Scheffe事後檢定38
    表4.18 不同學歷變數之變異數分析及Scheffe事後檢定39
    表4.19 不同平均月所得變數之變異數分析及Scheffe事後檢定39
    表4.20 不同所使用的行動電話公司變數之變異數分析及Scheffe事後檢定40
    表4.21 不同月平均通話費變數之變異數分析及Scheffe事後檢定41
    表4.22 服務品質二階CFA模型適合度評估結果45
    表4.23 服務品質二階CFA內生潛在變數與顯性變數關係估計值45
    表4.24 服務品質二階CFA一階與二階潛在變數間關係估計值46
    表4.25 關係品質二階CFA模型適合度評估結果47
    表4.26 關係品質二階CFA內生潛在變數與顯性變數關係估計值47
    表4.27 關係品質二階CFA一階與二階潛在變數間關係估計值48
    表4.28 顧客忠誠度二階CFA模型適合度評估結果48
    表4.29 顧客忠誠度二階CFA內生潛在變數與顯性變數關係估計值49
    表4.30 顧客忠誠度二階CFA一階與二階潛在變數間關係估計值49
    表4.31 整體模式評估結果50
    表4.32 潛在變數因果關係圖50
    表4.33 不同關係歷程之變異數分析及Scheffe事後檢定52
    表4.34 建立期之潛在變數因果關係之路徑估計值53
    表4.35 成熟期之潛在變數因果關係之路徑估計值53
    表4.36 衰退期之潛在變數因果關係之路徑估計值53
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    三、網路資料
    1. 國家通訊傳播委員會(NCC),各類電信服務用戶數
    http://www.ncc.gov.tw/chinese/files/08031/955_5504_080312_5.wdl
    2. 國家通訊傳播委員會(NCC),各類電信服務用戶數普及率
    http://www.ncc.gov.tw/chinese/files/08031/955_5504_080312_5.wdl
    3. 國家通訊傳播委員會(NCC),2007年電信各類服務占電信服務總營收之比例
    http://www.ncc.gov.tw/chinese/files/08031/955_5504_080312_2.wdl
    Advisor
  • Dung-sheng Chang(張東生)
  • Files
  • 954201008.pdf
  • disapprove authorization
    Date of Submission 2008-06-23

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