| Summary: | 碩士 === 元智大學 === 工業工程與管理學系 === 92 === In today’s highly intensive market, it is well known that customer plays the most important role in the telecommunication industries. With the advent of the 3rd generation wireless system, telecommunication business is going to face the whole new challenge and competition in the near future in Taiwan. Particularly, as the price competition cannot make any differentiation, the telecommunication companies have transferred their focus from pricing to service quality and customer satisfaction in order to retain customers and regain competitiveness.
Based on the relevant literatures of service quality and customer satisfaction, taking account of the practical operations of telecommunication enterprises, we construct the five dimensions for evaluating the satisfaction of service quality. The five dimensions are as follows: service personnel, service facilities/ equipment, price, service alternatives, and organization. Furthermore, there are six hypothetical statements considered in this research.
The telecommunication enterprises all try real hard to understand how to deliver quality services for customers of different requirements at the right time, with the right way due to the existing large-scale market. Based upon the above reasons, this research adopts questionnaire to collect the relevant opinions and attitudes about customer satisfaction and service quality, and the emphasis is then placed on exploring and investigating the critical attributes of service quality. Hence, there are two main purposes of this thesis. The first one is to use statistical technique to analyze the important service attributes and the primary factors affecting customer satisfaction. The second is to apply decision tree to make customer segmentation to know about the characters of customers in different circumstances.
The research results presented have indicated that the call center and value-added service have the greatest influences on satisfaction of service quality and willingness to make use of new technology. As the more use of value-added service, the more chance making the high contribution and attracting customers to the companies. In addition, the experiences of phoning call center affect the customer loyalty as well. For this account, we suggest that the enterprises might follow the guidelines provided in this research where best endeavors and promotion of the utilization of value-added service should be made to gain more profit and sustain competitive advantage.
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