之间的关系以转换成本为干扰变项.pdfVIP

2008 12 MAY 31, pp149-168 探討行動通訊服務之服務品質、知覺價值、滿意度與忠誠度 之間的關係─以轉換成本為干擾變項 陳勁甫 鄭麗婷 成功大學交通管理科學系 成功大學電信管理研究所 cfchen99@.tw dogdog1105ck@ 摘 要 電信市場用戶數已達飽和，行動通訊系統業者在尋找新客戶之餘，更應思考如何留住 舊有的客戶，因此如何提升顧客忠誠度對各家業者乃為當務之急。本研究主要探討行動電 話市場中服務品質、知覺價值、滿意度與忠誠度之間的因果關係，其中服務品質特別區分 互動服務品質與核心服務品質之差異。此外，以轉換成本為干擾變項，探討轉換成本對關 係模式之影響差異。本研究以結構方程模式分析樣本資料，結果顯示：(1)互動品質會正 向影響核心品質，並且對知覺價值以及滿意度有直接影響效果；(2)核心品質會正向影響 知覺價值，但僅會以知覺價值為中介變項對滿意度產生間接影響效果；(3)知覺價值會正 向影響滿意度，且知覺價值與滿意度皆會正向直接影響忠誠度；及(4)有關轉換成本之干 擾效果，在低轉換成本情況下，互動品質僅會透過核心品質間接影響知覺價值；在高轉換 成本下，滿意度並不會直接影響忠誠度。 關鍵字：服務品質、知覺價值、顧客滿意度、顧客忠誠度、轉換成本 Relationships among Service Quality, Perceived Value, Satisfaction, and Loyalty of Mobile Telecom Services-Switching Cost as a Moderator Dr. Chen, Ching-Fu Cheng Li Ting Department of Transportation Communication Institute of Telecommunication Management Management Science cfchen99@.tw dogdog1105ck@ Abstract Although mobile telecom services have become core business of telecom companies, how to not only attract new subscribers but also retain existing subscribers is the challenge telecom companies confront under the circumstance of gradually saturated market. To raise customer loyalty is one of important tasks to resort. This paper centers on exploring the relationships between service quality, perceived value, satisfaction and loyalty. Furthermore, the measurement of service quality is differentiated into two components: relational quality and core quality. The moderating effect of switching cost is also taken into a