| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 98 === Since the liberalization of telecommunications market, operators in the mobile communications system industry have developed rapidly and confronted more intense competition. As of the end of the year 98, the penetration rate for mobile phone users in Taiwan increased to 116.6%. With the opening of the telecommunications market, increased competition, and the improved mobile phone systems technology, operators in the telecommunications industry should not only acquire new users, but more importantly figure out how to retain their current users. This study examined the relationships among perceived service quality, customer satisfaction, and customer loyalty in the telecommunications industry. Based on the relationships, operators can understand what factors customers value, with which they can formulate marketing strategies
We surveyed users from two domestic private telecommunications operators in Taipei City-Taiwan Mobile and Fareastone Telecommunications. 500 questionnaires were administered, with 436 usable for further analysis. We compared five dimensions of perceived service quality, customer satisfaction, and customer loyalty for the two telecommunications operators by using independent sample t test. We examined the relationships among perceived service quality, customer satisfaction, and customer loyalty by using structural equation modeling (SEM).
Findings were as follows. First, there are partial significant differences between five dimensions of perceived service quality for Taiwan Mobile and those for Fareastone Telecommunications. Second, there are significant differences between customer satisfaction and loyalty for Taiwan Mobile and that for Fareastone Telecommunications. Third, perceived service quality is not positively significantly related to customer loyalty for both Taiwan Mobile and Fareastone Telecommunications. Fourth, perceived service quality is positively significantly related to customer satisfaction for both Taiwan Mobile and Fareastone Telecommunications. Fifth, customer satisfaction is positively significantly related to customer loyalty for both Taiwan Mobile and Fareastone Telecommunications. Sixth, perceived service quality has positively significant influence on customer loyalty through customer satisfaction for both Taiwan Mobile and Fareastone Telecommunications.
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