行动通讯业服务行销策略的研究
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摘要
行動通訊系統經營者面向全球化、自由化、完全競爭、消費者導向、蓬勃發展的服務經濟市場,其經營策略如何獲取消費者重視,而能降低顧客的轉換率,維持其競爭力,是行動通訊系統經營者重大挑戰。消費者支配其時間與金錢的方式及表現在行動商務上的活動、興趣與意見上之生活方式,各有不同。行動通訊系統經營者如何以焦點化策略取得同質性高的消費族群,降低成本獲得較大效益,是主要服務行銷策略。
本文鑑於此,同時整合消費者生活型態理論、服務行銷策略理論、消費者滿意理論及消費者轉换理論等,系統化探討消費者生活型態對行動通訊系統經營業者之服務行銷策略的影響。本文參考Plummer(1974)的一般化AIO量表及Likert態度量表,Lovelock Christoper H & Wright Lauren(2002)所述服務行銷管理8P,Cronin & Taylor(1992)、Ganesh,et al.(2000)及Tsiros & Mittal(2000)所指出的服務品質、顧客滿意與顧客忠誠之論點,設計問卷,蒐集資料後,使用SPSS,對樣本做基本特性分析、篩選、分類後,運用SEM建構模式,模式驗證。得到以下結論:
(1)消費者生活型態對行動通訊系統經營業者的服務行銷策略中產品構面有影響的消費者生活型態,有嗜新導向、價格導向、廣告導向等三類消費者族群,其中有兩项具顯著影響是價格導向、廣告導向,以價格導向消費者族群較具影響,而嗜新導向不具顯著影響。消費者考量產品構面内容的優先次序为:(A)突發事故的服務。(B)相關帳務的服務。(C)整合訊息服務等。
(2)消費者生活型態對於行動通訊系統經營業者的服務行銷策略中服務構面有影響的消費者生活型態,只有務實導向一頊,消費者考量服務内容的優先次序为:(A)該公司人員會立刻为您服務,使您不必等候太久。(B)該公司人員的專業知識會迅速回應解決您的問題。(C)該公司會重視您提出的意見等。
(3)行動通訊系統經營業者的服務行銷策略中對消費者滿意之影響,產品構面的影響不成立,服務構面具顯著影響。
(4)消費者滿意對消費者轉換之影響,不具顯著影響,但單獨以價格導向消
Mobile communication carrier(MCC) faces to the ages of globalization, liberalization、 perfect competition, consumer orientation, service economic marketing vigorous growing. It is a great challenge to MCC to secure his customer's appreciation, reduce his customer's churn rate in order to maintain his competility. By the various life of style, it is very different to the consumer to dominate his time, money, the willing to his activity on communication commerce, orientation of interesting and opinions on the mobile commerce. How to acquire a group of highly similarities consumers that can make better benefit from cutting down cost is the main strategy of focusliztion to MCC.In consideration of this, simultaneously integrate the theory of consumer life style, service marketing stragety, customer satisfaction and customer churn rate, it is the main effort of this thesis to study the systematization to inquire the influence of various consumer life style on MCC carrying on his service marketing stragety.Refer to generalize AIO measure table from Plummer(1974)、 Likert attitude measure table, the contents of 8P about service marketing management from Lovelock Christoper H & Wright Lauren (2002) , and the points of service quality, customer satisfaction and customer churn rate descripted by Cronin & Taylor(1992)、 Ganesh, et al. (2000)、 Tsiros & Mittal (2000), the thesis has raised the questionnaire design、 sample data collection, by SPSS performing for making the analysis of basic data characteristic, after screening, classifying, in order to building a SEM model for model testing and verifying to get the following conclusions.(1) On the product construct face, consumer life style influence on MCC's service marketing strategy has three types of the consumer group: a group who is addicted to try new product, a group who is price oriented and a group who is advertisement oriented. The influence are price & advertisement oriented group. The major influence is price oriented, but the group who addicted to try new product is not affected. The priority of consumer regarding to the product construct face are : (A) The service for emergency accident. (B) The service is related to account affairs. (C) Mobile dynamic information management service.
(2) On the service construct face, the group influenced by the consumer life style on MCC's service marketing strategy is practical consumer group. The priority of consumer regard about service construct content are : (A) You are don't waiting too long time that MCC's service people immediately service to you. (B)MCC's service people have professional knowledge to respond & slove your problem very quickly. (C) MCC is very take care your opinions.(3) To customer satisfactin, it is no related to the affect of MCC's service marketing strategy on product construct face, but the service construct face is considerable influence.(4) The affect of customer satisfactiony to customer churn is not visible influence. But from the point of view on price oriented that has a very significant influence on customer churn. The major reasons of consumer churn are, high communication fee that percentage is 32.24%, bad communication quality that percentage is 21.71% and the choice of his relatives and friends chose another MCC.
本文鑑於此,同時整合消費者生活型態理論、服務行銷策略理論、消費者滿意理論及消費者轉换理論等,系統化探討消費者生活型態對行動通訊系統經營業者之服務行銷策略的影響。本文參考Plummer(1974)的一般化AIO量表及Likert態度量表,Lovelock Christoper H & Wright Lauren(2002)所述服務行銷管理8P,Cronin & Taylor(1992)、Ganesh,et al.(2000)及Tsiros & Mittal(2000)所指出的服務品質、顧客滿意與顧客忠誠之論點,設計問卷,蒐集資料後,使用SPSS,對樣本做基本特性分析、篩選、分類後,運用SEM建構模式,模式驗證。得到以下結論:
(1)消費者生活型態對行動通訊系統經營業者的服務行銷策略中產品構面有影響的消費者生活型態,有嗜新導向、價格導向、廣告導向等三類消費者族群,其中有兩项具顯著影響是價格導向、廣告導向,以價格導向消費者族群較具影響,而嗜新導向不具顯著影響。消費者考量產品構面内容的優先次序为:(A)突發事故的服務。(B)相關帳務的服務。(C)整合訊息服務等。
(2)消費者生活型態對於行動通訊系統經營業者的服務行銷策略中服務構面有影響的消費者生活型態,只有務實導向一頊,消費者考量服務内容的優先次序为:(A)該公司人員會立刻为您服務,使您不必等候太久。(B)該公司人員的專業知識會迅速回應解決您的問題。(C)該公司會重視您提出的意見等。
(3)行動通訊系統經營業者的服務行銷策略中對消費者滿意之影響,產品構面的影響不成立,服務構面具顯著影響。
(4)消費者滿意對消費者轉換之影響,不具顯著影響,但單獨以價格導向消
Mobile communication carrier(MCC) faces to the ages of globalization, liberalization、 perfect competition, consumer orientation, service economic marketing vigorous growing. It is a great challenge to MCC to secure his customer's appreciation, reduce his customer's churn rate in order to maintain his competility. By the various life of style, it is very different to the consumer to dominate his time, money, the willing to his activity on communication commerce, orientation of interesting and opinions on the mobile commerce. How to acquire a group of highly similarities consumers that can make better benefit from cutting down cost is the main strategy of focusliztion to MCC.In consideration of this, simultaneously integrate the theory of consumer life style, service marketing stragety, customer satisfaction and customer churn rate, it is the main effort of this thesis to study the systematization to inquire the influence of various consumer life style on MCC carrying on his service marketing stragety.Refer to generalize AIO measure table from Plummer(1974)、 Likert attitude measure table, the contents of 8P about service marketing management from Lovelock Christoper H & Wright Lauren (2002) , and the points of service quality, customer satisfaction and customer churn rate descripted by Cronin & Taylor(1992)、 Ganesh, et al. (2000)、 Tsiros & Mittal (2000), the thesis has raised the questionnaire design、 sample data collection, by SPSS performing for making the analysis of basic data characteristic, after screening, classifying, in order to building a SEM model for model testing and verifying to get the following conclusions.(1) On the product construct face, consumer life style influence on MCC's service marketing strategy has three types of the consumer group: a group who is addicted to try new product, a group who is price oriented and a group who is advertisement oriented. The influence are price & advertisement oriented group. The major influence is price oriented, but the group who addicted to try new product is not affected. The priority of consumer regarding to the product construct face are : (A) The service for emergency accident. (B) The service is related to account affairs. (C) Mobile dynamic information management service.
(2) On the service construct face, the group influenced by the consumer life style on MCC's service marketing strategy is practical consumer group. The priority of consumer regard about service construct content are : (A) You are don't waiting too long time that MCC's service people immediately service to you. (B)MCC's service people have professional knowledge to respond & slove your problem very quickly. (C) MCC is very take care your opinions.(3) To customer satisfactin, it is no related to the affect of MCC's service marketing strategy on product construct face, but the service construct face is considerable influence.(4) The affect of customer satisfactiony to customer churn is not visible influence. But from the point of view on price oriented that has a very significant influence on customer churn. The major reasons of consumer churn are, high communication fee that percentage is 32.24%, bad communication quality that percentage is 21.71% and the choice of his relatives and friends chose another MCC.
引文
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