Service Quality in Mobile Phone Industry —An Empirical Study of Taiwan Mobile Phone Company

• Main Authors: Wen-Chung Wang, 王文忠
• Other Authors: Shuang-Shi Juang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/79463616063905868918

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 96 === Under the trend of development in Telecommunication liberalization all over the world, Taiwan's telecommunications business has also embarked on the road of opening up to the private; it brought the market into more competitive but not exclusive as before. Due to the rapid scientific and technological progress, the new industries began to join the competition in the market since the Government issued the third generation mobile phone licenses. Another factor which can not be ignored is the open of NP (number portability) services; this service was also offered in Taiwan mobile phone market on October 15, 2005. We are interested in understanding and exploring how much this service influences Taiwan's telecom services market, or how these factors will impact the industrial structure and operating strategy of mobile phone. How the mobile phone industries provide the best service in order to attract more customers? How to convey the products and services which can most meet customers’ needs to them? How to establish the closer relations with customers in order to enhance customer loyalty and reduce customer turnover? Moreover, helping the company to obtain long-term and stable profits is one of the most pressing issues for the mobile phone industries. Finally, the study result shows that: 1. The "users’ actual feelings of the service standards of mobile phone" has significant difference with "users’ expected service standard of mobile phone" (the gap5). As a whole, the users’ actual feelings are less than their expectation. It shows that users are not satisfied with the services which are provided by the mobile phone companies. 2. The "users’ expected service standard of mobile phone" has no significant difference with "the managers’ feelings of the users’ expected service standard of mobile phone". Generally speaking, there is a gap between the consumer expectations and the managers’ awareness of the customer expectations; however, this study showed there is no significant difference between them. This phenomenon shows that the managers understand the users’ expectation of service quality in mobile phone; because managers are the consumers of the companies themselves. 3. Overall, it showed positive correlation and significant correlation between users’ perception of mobile phone service quality and other dimensions. 4. Users’ demographic variables such as age, gender, educational level, monthly bills, the period of time of using mobile phone, the use of NP service and the use of value-added services of surfing Internet, have no significant difference with the users’ perception of mobile phone service quality.