题名

ADSL寬頻網路顧客關係維繫之研究：以中華電信為例

并列篇名

A Study on Relationship Maintenance of ADSL Broadband Subscibers: An Example of Chunghwa Telecom

DOI

10.6697/TBPJ.200906_2(2).0005

作者

陳建文(Chien-Wen Chen)

关键词

ADSL ； 服務品質 ； 信任 ； 資產專屬性 ； 滿意度 ； 忠誠度 ； ADSL ； Service Quality ； Trust ； Asset Specificity ； Satisfaction ； Loyalty

期刊名称

臺灣企業績效學刊

卷期/出版年月

2卷2期（2009 / 06 / 01）

页次

229 - 251

内容语文

繁體中文
中文摘要

近年來隨著資訊科技的創新與電信自由化，國內電信業者面臨同業強大的競爭壓力，造成經營環境更形艱鉅，企業如何與顧客建立與維繫關係，已成為業者經營的重要議題。由於以往針對電信業ADSL顧客的研究，少有探討企業維繫顧客關係的兩個重要因素：一種是使用者主動想要維繫關係的因素－信任，另一種是被動想要維繫關係的因素－資產專屬性。因此，本研究以中華電信ADSL個人用戶為對象，探討影響企業與顧客關係維繫的主要因素；由分析結果顯示：客服人員服務對信任以及信任對滿意度的影響最大，而信任與滿意度是影響顧客忠誠度兩個重要的因素。
英文摘要

With the deregulation of telecom industry in past few years, a highly competitive era was launched and continues to this day. How to promote the long-term relationship between service provider and customer has become increasingly important. However, there are two important folds which are seldom considered in the past research, particularly in the field of ADSL. One is trust, which is the user want to maintain the relationship with their service provider voluntarily. And the other is asset specificity, which is the user wanted to maintain that relationship passively. In this study, the ADSL broadband subscribers of Chunghwa Telecom are selected as our sample. The results show that the subscribers' trust is strongly influenced by the representatives' service, which in turn determines the formation of subscribers' satisfaction. Moreover, the subscribers' trust and satisfaction are two main factors to influence users' loyalty.
主题分类 社會科學 > 社會科學綜合
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