| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 97 === Mobile services by the market's attention, mainly due to it has vast business opportunities, and the global Mobile Communications industry have positively want to captured the Mobile Services marketing. But Mobile Services has vast business opportunities, it still hasn't popularized accept and use by Taiwan user. In the past, most studies were discussed from the viewpoints of behavior theory or Mobile Services systems desinging and building by the reserachers. Few of the studies proposed the different perspectives on value orientation. Customer perceived value definited to consumer's overall assessment of the utility, it's based on perceptions of what is received and what is given. And customer perceived value is the key to organizational success and leadership a pioneer in customer satisfaction and loyalty. This paper integrates with the theories of perceived quality, perceived value and customer satisfaction and customer loyalty to propose that the factors mutual influence and then influencing customer satisfaction and customer loyalty.
Data collected from 328 users in Mobile Services marketplace provide support for the proposed structural model. The study shows that users are affected their customer satisfaction and loyalty by perceived value, and perceived quality and perceived value has influencing with each other.
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