多媒體隨選視訊系統服務品質與顧客忠誠度之研究

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/23337

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23337

Title:	多媒體隨選視訊系統服務品質與顧客忠誠度之研究
Authors:	陳怡樺
Contributors:	企業管理學系企業實務管理數位學習碩士在職專班
Keywords:	服務品質 service quality 關係品質 relationship 滿意 satisfaction 信任 trust 承諾 commitment 顧客忠誠度 customer loyalty MOD
Date:	2011
Issue Date:	2012-10-16 12:19:24 (UTC+8)
Abstract:	台灣地區數位電視產業逐年成長，提升服務品質及維護顧客忠誠度成為關鍵，本研究提出一觀念架構以探討服務品質、顧客滿意度、信任、承諾與顧客忠誠度循環關係。本研究採實體、網路問卷調查的實證研究方式，以探討目前使用者在使用數位電視服務的服務品質感受及滿意度等相關情況。針對MOD數位電視服務訂戶發放問卷，經問卷回收與結果分析，期望能確實瞭解影響使用者的需求與滿意度之因素，提供MOD數位電視未來可能改進與發展的方向。研究結果為：（1）服務品質對顧客忠誠度有顯著正向影響；（2）服務品質對關係品質有顯著正向影響；（3）關係品質對顧客忠誠度有顯著正向影響；（4）關係品質在服務品質對顧客忠誠度影響關係中具有中介效果。 The industry of Multimedia-On-Demand (MOD) has been growing year by year. Service quality and customers’ loyalty have become important factors of promoting service satisfaction. This study focuses on the relationship among service quality, customers’ satisfaction, trust, commitment and loyalty. In order to retrieve the data between the customers’ loyalty and service quality when using the MOD service, internet and physical questionnaire were both given, especially to those who already subscribed to the MOD service. By analyzing the data, we hoped to understand the factors which influence user’s needs and satisfactions. Furthermore, the results of this study may provide directions for future improvement and development of MOD providers. The results of this study shows: 1.Service quality has a positive influence on customers’ loyalty 2.Service quality has a positive influence on relationship quality 3.relationship quality has a positive influence on customers’ loyalty 4.relationship quality acts as an medium between service quality and customers’ loyalty
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	312	View/Open
fb150312162934.pdf		2213Kb	Adobe PDF	696	View/Open

View Licence

Loading...