服務品質、服務價值、顧客滿意度與行為意向之關係研究－以網路電話服務為例

A Study on the Relationships among Service Quality, Service Value, Customer Satisfaction and Behavior Intention-the Case of Internet Telephony Services

10.29715/JIMCSA.201006.0004

謝順金(Shun-Chin Hsieh)；曾瀅霖(Ying-Ling Tzeng)

網路電話 ； 服務品質 ； 服務價值 ； 顧客滿意度 ； 顧客行為意向 ； Internet Telephony ； Service Quality ； Service Value ； Customer Satisfaction ； Behavior Intention

資訊管理展望

12卷1期（2010 / 06 / 01）

65 - 85

繁體中文

在競爭激烈的網路電話市場中，提升服務水準，進而增進顧客滿意度與顧客正面行為意向是業者必須重視的課題。本研究目的在探討網路電話之服務品質、服務價值、顧客滿意度及行為意向之影響關係。本研究以具有網路電話使用經驗的使用者為研究對象，採用網路問卷與紙本問卷進行調查，共回收260份有效問卷，並利用線性結構關係法(LISREL)作資料分析。 本研究結果顯示： 1.服務品質中以「可靠／品質」對服務價值影響力最高，其次為「易用性」、「隱私／安全」。 2.服務品質中僅有「可靠／品質」對顧客滿意度有正向影響。 3.(1)服務品質中僅有「可靠／品質」對行為意向中的「忠誠」有正向影響。 (2)服務品質中以「隱私／安全」對「付出」影響力最高，其次為「可靠／品質」、「易用性」。 4.服務價值對顧客滿意度有正向的影響。 5.服務價值對行為意向中的「忠誠」有正向影響。 6.顧客滿意度對行為意向中的「付出」有正向影響。 以整體而言，網路電話服務品質愈好時愈能提昇顧客的正面行為意向，其次為網路電話的服務價值愈高時愈能提昇顧客的正面行為意向，影響最小者為滿意度。因此，高可靠度及品質、與方便使用的產品設計，高的服務價值，可提昇使用者的忠誠度與付出意願。

In the internet telephony market with fierce competition, enhancing the service quality and the customer satisfaction to increase the customer's positive behavior intention has become a significant issue for all internet telephony operators. The goal of our study is to analyze the relationships among service quality, service value, customer satisfaction and behavior intention for internet telephony services. Based on the paper-based and web-based questionnaires, the study has accepted 260 effective responses from people who have tried to use the internet telephony services before. The questionnaires collected are processed by LISREL for further analysis. The study results reveal that: 1. The ”reliability/quality” has the most influence on the service value. The other influence factors in order are ”ease of use” and ”privacy/security”. 2. The ”reliability/quality” has a positive influence on the customer satisfaction. 3. (1) The ”reliability/quality” has a positive influence on the ”loyalty”. (2) The ”privacy/security” has the most influence on the ”pay more”. The other influence factors in order are the ”reliability/quality” and ”ease of use”. 4. The service value has a positive influence on the ”customer satisfaction”. 5. The service value has a positive influence on the ”loyalty”. 6. The customer satisfaction has a positive influence on the ”pay more”. Aggregately, the most significant relationship is that the better service quality an internet telephony operator can provide, the more positive behavior intention the customers will tend to show. Next, the more service value an internet telephony operator can have, the more positive behavior intention the customers will tend to show. The least influence factor to behavior intention is customer satisfaction. Accordingly, a good product design with high reliability/quality, ease of use and service value can increase the user's loyalty and willingness to pay more.

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