ADSL寬頻網路服務品質之實證研究ー以中華電信公司大台北地區為例

• Main Authors: Yeh-Cherng Jiang, 姜葉城
• Other Authors: 王棟華
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/75644608575909498235

碩士 === 國立海洋大學 === 航運管理學系碩士在職專班 === 92 === After the entry to WTO and the implementation of telecom liberalization policy in Taiwan, the DGT（Directorate General of Telecommunications）Ministry of Transportation and Communications has opened the market of fixed line business. The telecom fixed line licenses were ratified and promulgated in March 2000, having made the telecom market in Taiwan step into a free competitive era. ADSL is an asymmetric digital subscribers’ loop system, which is a new broadband communication technology. Broadband communication is a high-tech service offered by fixed line carriers. A copper pairs, through internet, can access massive information with a high speed, and transmit voice service at the same time. The telecom market was opened, and the market competition has become drastic. Therefore, the service offered must be good and customer-oriented so as to raise customers’satisfaction, to increase the ADSL market share percentage and to guarantee that hundred-year-old Chunghwa Telecom can be sustainable. This research refers mainly to the “ SERVQUAL” concept mode presented in 1988 by Profs. Parasuraman, Zeitheml & Berry of Cambridge University in England. It adopts SAS software as the tool in analyzing data based upon the ADSL broadband customers in large Taipei Area to investigate whether there is any difference between the expectation and recognition of customers and telecom employees in the ADSL broadband service quality. It also investigates whether there is any tremendous difference between customers’ expectation and recognition of service standard. The author utilizes factor analysis to abstract four aspects of service quality to investigate whether there is any tremendous influence of customers’ demographic variable on ADSL broadband service quality. Combining actual evidences and this research result, a conclusion is given below: 1.The service standard which the customer expects, has no obvious difference with that the employees thought the customer has expected. 2.The service standard which the customer recognizes, has tremendous difference with that the employees thought the customer has recognized. The bigger the difference is, the more dissatisfaction the customer has. There are some items which should be improved listed in the following: (1)Trouble/fault complaints; quick repair and adequate maintenance. (2)The business runner should actively follow up and care about the cases of customer’s application for phone installation and relocation. (3)Operator services staffs are liable to listen to customers’ complaints and solve immediately. (4)Once the application of ADSL broadband is accepted, it should be finished within the request time the customer asks. (5)The service time which the company gives, should be able to meet the customer’s needs. 3.The ADSL service standard which a customer expects has big difference with what the customer recognizes. The ADSL service standard which the customer recognizes is smaller than the customer expects, as reveals that the service standard which is provided doesn’t meet what customers have previously expected. So, the customers are unsatisfied with the ADSL service standard which they thought they should be provided. The telecom carriers should improve to promote the service quality. 4.After the analysis of the ADSL service quality aspects which the customer recognizes, we can induce from 24 service quality items into four which are briefed in the following: “Active concerns”, “rapid responses”, “tangible reality” and “secured reliability”. 5.The analysis of customers’ demographic variables on whole awareness of the ADSL broadband service quality shows that among the five customers’ demographic variables there is only the fourth item, “professional variable” has apparent difference. Regarding the professional variable, the ADSL broadband service quality awareness, especially on “rapid responses” and “active concerns”, there is quite a lot for the company to do in improving the service quality so as to increase the customers’satisfaction.