服務品質、顧客滿意度與忠誠度關係之研究──以ISP為例

An Empirical Study of the Relationships between Service Quality, Satisfaction and Loyalty– The Case of the Internet Service Provider

近年來，由於資訊科技的創新與電信自由化，國內網際網路服務提供者（ISP）面臨同業強大的競爭與生存壓力，造成網際網路服務提供者經營環境更形艱鉅；因此ISP業者如何從競爭激烈的環境中脫穎而出，唯有加強顧客服務品質，針對不同的顧客需求，提供多樣化的服務，進而提高顧客滿意度與忠誠度，才能有效提升ISP業者的經營績效。本研究以ISP一般使用者為對象，透過網路問卷調查方式，探討ISP業者所提供的各項服務，對使用者滿意度與忠誠度的影響。本研究經由分析將ISP服務品質區分為四個構面，分別為技術諮詢服務、服務的豐富性、客服人員服務與連線品質，此外並加入信任與資產專屬性兩大構面共同探討對顧客滿意度與忠誠度的影響。根據本研究之實證結果顯示，ISP業者若要提高顧客整體滿意意度，必須要有效提升個服務項目之服務品質，才能增強顧客之忠誠度。此外，本研究建議ISP業者需定期給予員工教育訓練，使顧客對ISP業者員工產生信任感，並期望ISP業者能夠保持良好的通訊品質，將有助於提升顧客滿意度與忠誠度。

In recent years, internet service providers (ISPs) have grown up rapidly because of the innovations of new technology and telecommunication liberalization. ISP market is getting more competitive and the subsistence is more difficult than ever. Therefore, in order to achieve greater market shares it would be critical for ISPs to understand well the customer satisfaction and loyalty of their subscribers. In this study, from collecting the questionnaire data of the ISP subscribers on internet, we attempt to analyze the main influential factors of subscribers’ satisfaction and loyalty. We classify the ISP service quality into four categories: the convenience of technical support, the extensive scope of service, the ability of customer service, and the connection quality. Our main results can be summarized by the following three points: (1) “Service quality” plays the vital role for subscribers’ satisfaction and loyalty; (2) ISPs must offer the staff in-service training periodically to enhance their specialized ability; and (3) The high-quality of connection will be helpful to promote ISP subscribers’ satisfaction and loyalty.