| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所在職專班 === 103 === By choosing individual customers of a total of 22 Taiwan Mobile stores in Yunlin, which consist of eight regular chain stores and 22 franchise stores, as research subjects and visiting these customers in person, this study aims to investigate the correlation between quality of service, customer satisfaction and customer loyalty, give businesses in this industry a clearer picture of the current situation in the market, and expects to create a business operations model with multiple winners.
With convenience sampling, a non-probability sampling technique, as this study’s sampling method, a total of 550 questionnaire copies were handed out, 498 questionnaire copies were returned, and 485 returned questionnaire copies are valid. Further, descriptive statistics was employed to describe customers’ general information including gender, age, the highest education level, marital status, occupation and personal income. After survey results were collected, statistical calculations were performed to derive the mean, the sequence, the Pearson correlation coefficient and the value of Cronbach''s alpha. Factor analysis and regression analysis were also employed, and results of this study include:
1.There is a strong positive correlation between quality of service, each aspect of quality of service, customer satisfaction and customer loyalty.
2.Quality of service and each aspect of quality of service are able to predict customer satisfaction and customer loyalty.
3.The empathy aspect of quality of service is not agreed by customers. In order to get better reviews, stores should provide services by having more appropriate sales tactics and attitudes, thinking from customers’ perspective, putting themselves in others’ shoes, experiencing from within others’ frame of reference and discuss with customers to choose a favorable option together.
4.As mobile number portability allows mobile telephone users to switch from one mobile network operator to another, minimizing the number of customers who port mobile numbers to a new mobile network provider has become an issue that mobile network operators must face squarely. Having satisfied customers makes a definitely positive impact on customer loyalty.
5.Displays at a physical store affect customer satisfaction.
Keywords: Quality of service; Customer satisfaction; Customer loyalty
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