中文摘要
由於行動電話不斷推陳出新，變得易於使用與攜帶，加上行動電話產品及通信費的大幅調降，促使行動電話市場的普及，面對廣大的消費族群及第3代行動電話通訊系統所帶來更多樣化的加值服務之威脅，低功率行動電話通訊產業業者應了解消費者所重視的通訊服務及目前顧客所知覺到的服務滿意程度以改善服務品質，並藉由顧客滿意度分析，尋求有利之行銷策略，以提升顧客對企業之滿意度。
本研究主要在整合顧客關係、品牌形象對顧客滿意度的影響，發展出一個觀念性的架構模式，並透過實證調查來驗證此一模式。先探討服務品質對顧客關係的影響，最後再就顧客關係、品牌形象對顧客滿意度之影響進行實證分析探討。
本研究以大高雄地區行動電話消費者為實證研究對象，為提高問卷的回收率，並增加研究樣本的代表性，本研究共發放240份問卷，有效問卷195份，有效問卷回收率79.5%。本研究將問卷以敘述性統計、因素分析，再經由複迴歸分析與MANOVA考驗各構念因素間之互動關係，驗證本研究所提之假設。其實證結果顯示：
1.服務品質對顧客關係具有顯著之正面影響，「反應性」與「關懷性」是影響顧客關係的兩大因素。
2.顧客關係對顧客滿意度具有顯著之正面影響，「知識發掘」與「市場規劃」是影響顧客滿意度的兩大因素。
3.服務品質對品牌形象具有顯著之正面影響。
4.品牌形象對顧客滿意度具有顯著之正面影響。
5.服務品質對顧客滿意度具有顯著之正面影響。

Abstract
The cell phone has always been the subject of constant innovation. It has become easier to use and to carry while simultaneously the price of the cell phone itself and mobile telephone rates have gone down. All these factors have driven the popularization of the cell phone market. In order to deal with the challenges of multiple services provided by the third-generation cell phone system, the low- electromagnetic wave cell phone industry dealer should improve service quality through an understanding of what consumers demand and their current level of service-satisfaction. Furthermore, by use of customer satisfied degree analysis to formulate the best possible marketing strategy, customer satisfaction should be enhanced.
The following research is focused mainly on the integration of customer-relationships and brand-images and their influence on customer satisfaction. This research developed a conceptual framework, and verified this model by investigation of real-life situations. First, the influence of service quality on a customer was examined. Then an empirical analysis of the influence of the customer relationship and brand image on customer satisfaction was carried out.
The subject of this empirical study is the typical cell phone consumer in the Kaohsiung area. In order to guarantee a sufficient size for the research sample, this research distributed 240 copies of a questionnaire. 195copies of the questionnaire were completed and returned, an effective return-rate of 79.5%. The questionnaire used narrate-statistics, factor-analysis, multiple-regression analysis and MANOVA to examine the interaction between all factors, and to verify the hypothesis.
The actual-situation results show:
1.The quality of service in a customer-relationship has a notable/positive influence; ”response” and “care” are two key factors that influence customer-relationships.
2.A healthy customer relationship has a notable/positive influence on customer satisfaction; “knowledge-excavation” and “marketing-plan” are two key factors that influence customer satisfaction.
3.Service quality has a notable/positive influence on brand image.
4.Brand image has a notable/positive influence on customer satisfaction.
5.Service quality has a notable/positive influence on customer satisfaction.

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