电信业顾客关系利益与忠诚度关系之研究以中华电信台中地区宽频企业.PDFVIP

管理科學研究 Vol.5 , No.2, 2009 ,第 45-65頁 電信業顧客關係利益與忠誠度關係之研究：以中華電信台中地區寬頻企 業用戶為例 A Study for the Relationship between Relational Benefits and Customer Loyalty: An Example of Broadband Business Subscribers of Chunghwa Telecom in Taichung Area 陳建文 1 陳麗華 2 (Received: Aug. 28 , 2008 ；First Revision: Dec. 11, 2008 ；Accepted:Mar. 18 ,2009) 摘要 隨著資訊科技的創新與電信自由化，消費者對通信品質與服務水準期望愈來愈高。 由於企業用戶是電信業者重要的營收來源，為確保營收，業者會提供各種客製化的促銷 方案，以提升顧客信任、滿意與忠誠度。本研究以中華電信台中地區寬頻企業用戶為研 究對象，探討關係利益對關係品質與顧客忠誠度的影響。經研究結果顯示：社交利益對 滿意度及信心利益對信任的影響最大，信任是影響顧客忠誠最顯著的因素。以總效果而 言，社交利益與信心利益是影響顧客忠誠度兩個主要因素，所以專案人員應該加強與企 業用戶間的互動，並提供良好與客製化的產品與服務，獲取顧客的滿意與信任，以增進 企業用戶對電信業者的忠誠。 關鍵詞：關係利益、信任、滿意、忠誠度 Abstract In recent years, the telecom industry has grown up rapidly since their innovations of information technology and telecommunication liberalization. The telecom company provides various customization plans for their business subscribers to increase customer trust, satisfaction and loyalty. In this study, the broadband business subscribers of Chunghwa Telecom in Taichung area were selected as our sample. The results show that the social benefits have significant effect on the subscriber satisfaction; the confidence benefits have significant effect on the subscriber trust; subscribers’ trust has significant effects on the subscribers’ loyalty. Moreover, after analyzing the total effect, the result shows that the social benefits and confidence benefits are two main factors to influence business subscribers’ loyalty. Therefore, the project personnel of Chunghwa Telecom should offer good-quality p