Exploring the Overall Service Quality of the Type II Telecommunications Service Providers in Taiwan, Using Importance and Satisfaction Model - Taking One Telecommunications Company as an Example

• Main Authors: Monica Shen, 沈秀菁
• Other Authors: Chiu, Kuang-Hui
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/g6na3a

碩士 === 國立臺北大學 === 企業管理學系 === 101 === With the promulgation of three laws on Taiwan telecommunications in 1996 and with the issue of the Type II telecommunications licenses in 2001, the telecommunications industry in Taiwan has undergone a rapid development towards liberalization. In September 30, 2012, a total of 457 companies already obtained operating licenses which ushered in a diverse development and tremendous commercial opportunities in Taiwan telecommunication market making competition fiercer and fiercer. In order to obtain a competitive advantage, it is extremely important to understand customer demands and expectations to enhance the quality of service, which are key factors for business continuity and profitability. Customers and employees of a large domestic Type II telecommunications service provider were used as research subjects in this study. In order to explore the cognitive gap between service quality expectations (importance) and actual cognition (satisfaction) after experiencing services, PZB service quality gap model proposed by Parasuraman, Zeithaml, & Berry (1985) were adopted and SERVQUAL were used as measurement. In addition, a questionnaire with 26 questions was used as research tool. PZB service quality gap model were primarily used to verify whether there were significant differences between the generation and delivery of services. The results showed that the 26 questions verification for gap 1 and gap2 were only partially significant. Verification for gap 3 was all significant and mostly significant for gap 5. I-S Model was used to analyze the importance and satisfaction of the service quality of Type II telecommunications service providers. The service providers then took these analytical results as the basis for assessing resource allocation and improving service quality in the future. This study concluded that the “To be Improved Area” should include 10 items. Therefore, Type II telecommunications service provider must pay attention to these 10 items and make them priority goals of their improvement strategies.