| 摘要: | 本論文是以使用通訊軟體Line的使用者為研究對象，以誠信、承諾以及滿意度為觀點，探討使用者對通訊軟體Line服務過程所提供服務品質認知及其對關係忠誠度的影響。
當即時通訊服務的使用越來越融入每個人的生活中時，使用即時通訊服務功能只是行動電話的一種延伸或是已被賦予不同價值？通訊軟體Line如何經營數位化用戶的需求，同時快速開發不同應用服務平台如Line Today, Line.購物, Line Pay, Line Bank等，且讓用戶數逐年成長。即時通訊服務不僅是社交關係的重要促進者，也可能成為擴大行動平台服務的延伸者，身為台灣第一大行動平台Line該如何維持對客戶的誠信、承諾與滿意度？
顧客滿意度能提高服務績效價值以Marino, and Lo Presti, (2018) 指出，當企業能推出令客戶滿意的行銷手法時，顧客忠誠度也會隨著提升。本研究提出較為具體合理的意涵，藉由強調顧客關係管理或關係行銷管理模式，以顧客行為忠誠及顧客態度忠誠為構面深入探討與關係行為間的交互影響作用，給予通訊軟體服務業者Line作為未來服務平台推出更多元服務之營運與策略用途之參考。
In recent years, due to the popularity of smart phones and the advancement of mobile Internet technology, early real-time communication software such as Yahoo! in Taiwan With the evolution of smart phones in response to the trend of the times, Yahoo Messenger, MSN Messenger, ICQ, etc. have gradually been developed and suitable for mobile devices such as WhatsApp, Facebook Messenger, been replaced such as Telegram and Line this kind of communication software.
Although as many as communications software may be downloaded and used in each mobile user's on their mobile phones, and these communication software has its own support. It is still difficult to abandon Line, regardless of the various value-added services launched by other communication software. When the use of instant messaging services is more and more integrated into everyone's life, is the use of instant messaging services just an extension of mobile phones or has it been given a different value? When instant messaging service is not only an important facilitator of social relations, but also an extension of mobile platform services, how can Line, the largest mobile platform in Taiwan, maintain its integrity, commitment and satisfaction to customers?
Customer Satisfaction Can Improve Service Performance Value According to Marino, and Lo Presti, (2018), when companies can introduce marketing methods that satisfy customers, customer loyalty will also increase. This study proposes a more specific and reasonable meaning. By emphasizing the customer relationship management or relationship marketing management model, we use the relationship behavior loyalty (RBL) and relationship attitude loyalty (RAL) as the dimensions to deeply explore the interaction between relationship behavior and relationship behavior. It is given to the communication software service provider Line as a reference for the operation and strategic use of more diversified services launched by the service platform in the future.
Excellent service is the foundation of service marketing. Customer-centric corporate culture, excellent service system, and effective use of technology and information all have a significant impact on excellent service quality and revenue (Berry and Parasuraman, 2004). A company that is truly committed to providing high-quality services will have the ability to retain customers. There is not only a simple trading relationship between the company and the customer, but when the company's service is excellent, the customer is more likely to be willing to spread a good reputation for the company.
The purpose of this study is to explore the influence of customers' perceptions of the integrity, commitment and satisfaction of the telecommunication operators on the relationship loyalty between users and telecommunication operators. The relationship between relationship marketing and customer loyalty is explored through relationship marketing, and the degree of dependence is added as an interference factor. Whether the factors of behavioral loyalty and attitudinal loyalty of communication software customer loyalty have changed. Empirical evidence confirms that the higher the consumer's reliance on the community, the higher the trust in the brand (He Ruoqi, 2015). Expectation to confirm that users' perception of relationship quality of instant messengers has varying degrees of influence on relationship loyalty. |
