| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 93 === VOIP telephone is an oncoming potential market. The rising of VOIP telephone changed the whole environment of telephone network. VOIP telephone influenced directly the business of the long-distance, international and mobile phone which account for the most revenue of traditional telephone companies, so VOIP telephone threatened seriously the existence of traditional telephone industry. According to a report of America’s Network on November 15, 2003, about 30%~50% of whole world voice telephone business were VOIP traffic, and about 90% of international voice telephone business were delivered by IP packets. As a result, this study will discuss the VOIP customer value and satisfaction in depth to provide those VOIP telephone corporations or who intend to enter the business with references in making marketing strategy.
This study which based on domestic and overseas studies obtained 22 VOIP telephone attributes. Wu distributed the 22 VOIP telephone attributes into 7 factor attributes by using Factor Analysis. There were cost factor, voice of quality factor, general added function factor, operation and security factor, high-level function factor, integrated services factor and company image factor. We proceeded Principle Components Stepwise Regression Analysis using whole customer satisfaction as dependent variable, 7 factor attributes as an independent variable, then obtained 6 factor attributes significantly which were cost factor, voice of quality factor, general added function factor, high-level function factor, integrated services factor and company image factor.
This study adopted Marr’s (1986) Importance／ Performance Analysis Model. We standardized the 22 value and satisfaction attributes of VOIP customer (MSN, PChome-Skype and Yahoo Messenger). This study considered customer satisfaction as the VOIP telephone corporations’ performance. We used customer satisfaction as the x-coordinate, customer value as the y-coordinate to plot MSN, PChome-Skype and Yahoo Messenger’s “Importance／ Performance coordinate plot”. Analysis model plot established firmly four kinds of performance motive forces and provided those VOIP telephone corporations to improve their service quality and product attributes by different market.
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