| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === Abstract
The telecommunications industry plays an essential role in the industrial development of a nation. Since the fixed network services have been legally open for privatization in our country, each fixed network operator enterprise has already gained lots of customers with prior years efforts. Especially, their main revenues are originated from their business clients. This leads to a very competitive market in the telecommunications industry in our country. It also provides more options of telecommunications services to clients. Before, clients only had one choice, provided by only one mono provider. In contrary, right now, to win over more new clients or keep old ones, each fixed network company in its marketing campaign addresses not only elevated product services, stable quality, reasonable price, but also needs to get clients’ faith in the company and its sales staffs. These are all important factors to the fixed-line network users in considering which provider to select. Especially in the factor of trustfulness, in the studies of Reichheld and Schefter (2000), the authors pointed out “Contemporary thought in marketing recognizes that trust is a critical factor in relational exchanges between consumers and service providers.” Reichheld and Schefter (2000) in their studies also address that to acquire consumers’ loyalty, first of all, ones have to gain consumers’ trust. Thus, in order to gain clients’ trust and loyalty, the fixed network telecom companies need to find out a much efficient and effective marketing strategy to face such a competitive environment.
This research brings up a hypothetical assumption of a relation model. In this model, to examine whether the extent of trustfulness of a client on a fixed network provider and its sales staffs would have some effect on his value and loyalty to the provider. The study samples are the business clients of the 4 licensed Type I Telecommunications companies by Chong Hua Telecommunications. 200 copies of questionnaires have been distributed to the fixed network telecom providers’ sales people and have been passed to their business clients’ Administrative or MIS staffs for filling. There are then 140 copies of valid responded questionnaires.
Through comprehensive research, the findings include the followings;
a.) The extent of trustfulness of clients on the telecommunications companies and their sales staffs does have positive effect on clients’ loyalty to the companies.
b.) The extent of trustfulness of clients has different degree of effect on their value on the telecommunications companies.
c.) Finally, the research findings will provide some positive and effective marketing ideas to those fixed telecommunications companies.
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