整合台灣顧客滿意度指標、關係慣性、轉換障礙探討智慧型手機之顧客滿意度

A Study on Exploring Smartphone Customer Satisfaction by Using Taiwan Customer Satisfaction Index with Relationship Inertia and Switching Barriers

10.6734/JSDMS.201210_4(2).0003

胡秀媛(Hsiu-Yuan Hu)；鄭青展(Ching-Chan Cheng)

智慧型手機 ； 顧客滿意度 ； 台灣顧客滿意度指標 ； 關係慣性 ； 轉換障礙 ； Smartphone ； customer satisfaction ； Taiwan customer satisfaction index ； relationship inertia and switching barriers

永續發展與管理策略

4卷2期（2012 / 10 / 01）

37 - 53

繁體中文

本研究主要目的想要以台灣顧客滿意度指標整合關係慣性與轉換障礙來探討智慧型手機之顧客滿意度。本研究共蒐集了933有效問卷，並以結構方程模式驗證研究模式中之各路徑的關係。研究結果顯示，智慧型手機之顧客滿意度、品牌形象、關係慣性、轉換障礙對其顧客忠誠度具有顯著的正向影響。另外，知覺價值與知覺品質對顧客滿意度具有正向顯著影響。另外，顧客滿意度對關係慣性具有正向顯著影響。知覺品質與顧客期望對知覺價值與知覺品質具有正向顯著影響。品牌形象對顧客期望具有正向顯著影響。本研究結果可提供電信業者和手機業者在經營策略之發展的參考。

This study aimed to explore smartphone customer satisfaction by using Taiwan Customer Satisfaction Index with relationship inertia and switching barriers. This study collected 933 valid questionnaires. Structural equation modeling (SEM) was used to verify the relationship of each path in the research model. The research results showed that the smartphone customer satisfaction, brand image, relationship inertia, switching barriers have a significant positive impact on their customer loyalty. In addition, perceived value and perceived quality has a significant positive impact on customer satisfaction. Perceived quality and customer expectation has a significant positive impact on perceived value and perceived quality. Brand image has a significant positive impact on customer expectation. The findings of this study can provide a reference to the business strategy development for Carriers and mobile phone companies.