| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 90 === Title of Thesis：Service Quality and Customer Satisfaction of ADSL
Broadband Network：A Case Study of Chunghwa Telecom
Total Pages：108
Name of Institute：Graduate Institute of Information Management
National Sun Yat-Sen University
Graduate date：June,2002
Advisor：Chin-fu Ho
Name of Student：Wen-Jong Leu
Abstract
The open telecom market causes the telecom business to be competitive and obvious and each telecom company invests an amount of cost to gain more customers. As a result of the increase in consumer consensus, most telecom companies are dedicated to create a variety of newer, faster and more stable telecom products and consistently lower the prices. Besides, in order to sustain loyal customers and attract new customers, providing high-quality service becomes the most important strategy. Even though Chunghwa Telecom today has taken a great part in ADSL market, it should think much of customers and make an effort to provide them with good ADSL broadband network products、service quality and satisfactory service to defend and enlarge the market.
This thesis discusses ADSL broadband network, service quality, customer satisfaction and the development of Chunghwa Telecom.
The structure of this study is constructed based on the concept to SERVQIAL submitted by three scholars like Parasuraman(PZB) and the research on the users of Chunghwa Telecom ADSL in Kaohsiung area with the analytic tool of SPSS software.The purpose of this study is to discuss the difference between customers expectations and recognition and examine the relevance between service quality factor and customer satisfaction.
The Conclusion of This Study:
1.Customers'' expectations to ADSL are not compatible with their recognitions because ADSL service is not as good as what they expect. Customers also expressed that the performance of Chunghwa Telecom didn''t reach their expectations.
2.The relationships between customers perceived degree of ADSL overall service quality, ADSL service quality factor perceived degree, and overall satisfaction are positively relevant. In other words, customers have more perceived degree of ADSL overall service quality or five factors perceived degree of ADSL service quality, including "Tangibility," "Reliability," "Responsiveness," "Assurance," and "Empathy," then customers are more satisfied with the ADSL overall satisfaction.
3.Based on the variable of population statistics on customers, different ages distinctively have diverse perceived degree of ADSL overall service quality. Furthermore, this result is reflected on the relationship between the ages and ADSL service quality five factors perceived degree. Customers at the age of under 20 and from 20 till 40 have much more different perceived degree of ADSL overall service quality and five factors.
4.Based on the variable of population statistics on customers, only sex difference causes different overall satisfaction with ADSL service. Male customers are more satisfied with the service than female ones. Therefore, telecom companies like Chunghwa Telecom should improve service quality, especially to female customers. Besides, customers with different sexes have different perceived degree of one factor on ADSL service quality, "Responsiveness," but the other four factors have no obvious difference.
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