在通訊科技蓬勃發達今日，以往有線、無線、數據通訊的經營界線，早已模糊不清相互跨越。在飽和行動通信市場，彼此相互激烈競爭，更不斷利用既有資源，藉由垂直整合及異業結盟，去開擴通信以外商機，創造更多經營優勢。業界間經由價格策略，逐漸回歸到服務品質提昇，以提高顧客滿意度，鞏固既有客群。然高顧客滿意度是否帶來高顧客忠誠度，實有進一步探討必要。本研究以行動電話服務品質、顧客滿意度及顧客忠誠度之相關性作探討，以為行動業界規劃與執行策略之參考，創造消費者與業界雙贏局面。
本研究以台南地區行動電話使用者為對象，透過行動電話服務據點及親友以便利抽樣方式尋找受測人員，回收有效問卷共計695份。問卷設計，除引用相關文獻外，並參酌行動電話業界意見，以增加效度，並用Cronbach’sα係數來檢定信度。本研究除了以相關分析與典型相關來瞭解服務品質、顧客滿意度、顧客忠誠度相互間關聯性外、以人口統計變相對各構面作變異數分析以瞭解其差異，並透過回歸分析之模式建立以瞭解各構面影響之程度。
研究發現，服務品質各構面中僅有形性、回應性及可靠性對顧客滿意度達到顯著正相關。顧客滿意度對顧客忠誠度達到顯著的正相關。服務品質中僅回應性與可靠性會透過顧客滿意度的中介作用，間接影響顧客忠誠度。滿意度及忠誠度與年齡呈正相關，年齡愈高滿意度及忠誠度愈高。滿意度及忠誠度與教育程度呈負相關，教育程度愈高滿意度及忠誠度愈低。

The evolution of communications technology is amazing, to such a degree that made the operator among fixed, wireless, data communication once was separated and the barrier become united borderless today.
The mobile telephone market has reached saturation lately, and undergone severe competition for a while. However, due to the decline of growth rate and the decrease of fare fee, most of the mobile phone operators try to implement horizontal alliances or channel integration strategy to keep customer retention. Trying to improve quality service or raise customer satisfaction and provide value-added service instead of low pricing strategy for the opportunity of income in the entire mobile market. While the importance of customer loyalty has been recognized in marketing literature for at least three decades, the development and empirical validation of a customer loyalty model in a mobile context had been addressed. The purpose of this study was to test and validate such a customer loyalty model again. A questionnaire was with convenient sampling constructed and data were collected from 695 mobile users in Tainan. Structural modeling equation was applied to analyze the data.
The results indicated that customer loyalty was affected by perceived customer satisfaction as predicted. We also found responsiveness and reliability of quality of service have mediating effects on customer’s loyalty through customer’s satisfaction. High level of customer’s satisfaction and customer’s loyalty are positively relation to the customer’s age. The level of customer’s satisfaction and customer’s loyalty are negatively relation to the customer’s age.

一、中文文獻
1. 王精文、沙俊豪（2000），「綜合證商服務品質與業績績效關係之研究」，
企業管理學報，第48期，P27-58。
2. 池文海、陳瑞龍、林雅玲（2005），「行動電話通訊服務市場區隔與顧客
滿意度之研究」商管科技季刊 第六捲 第四期，P573-599。
3. 吳萬益（2008），企業研究方法，華泰文化， P395-398
4. 李永年(1998)，「產品品質與服務品質對顧客滿意度及忠誠度之影響-以加
油站為例」，國立政治大學企業管理研究所碩士論文。
5. 周怡伶(2007)，消費者錯過促銷對知覺價格不公､情緒及行為意圖之研究-
以購買行動電話為例，國立成功大學交通管理科學研究所碩士論文。
6. 林慶村（2004），銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度
關聯性之研究，朝陽科技大學企業管理系碩士論文。
7. 洪嘉蓉（2004），服務品質、滿意度與忠誠度關係之研究—以中華電信公
司ADSL顧客為例，大葉大學資訊管理研究所碩士論文。
8. 張清泉 (2007) ，服務品質滿意度與忠誠度關聯性之研究－以企業金融客
戶為例，國立成功大學高階管理碩士在職專班碩士論文。
9. 郭寸桃（2007），顧客使用行動電話之滿意度與顧客忠誠度之關聯－以台南市高中（職）生為探討對象，國立成功大學企業管理研究所碩士論文。
10.黃介名(2007)， 電磁相容(EMC)驗證機構服務品質、顧客滿意度、信任與
顧客忠誠度關係之研究,國立成功大學高階管理碩士在職專班碩士論文。
11.黃忠國 (2003) ，「網站服務品質與顧客忠誠度關聯性之探討 --以專業旅
遊網站為例」，佛光人文社會學院資訊研究所，碩士論文。
12.趙彥翔（2007）顧客滿意與顧客忠誠之探討 —以行動通訊產業為例，東吳大學企業管理研究所碩士論文。
13.蕭惠文（2005）滿意度及轉換成本對顧客忠誠度的影響－以我國行動通訊市場為例，國立交通大學傳播研究所碩士論文。
14.謝光輝 (2007) 教育訓練機構服務品質、顧客滿意度與顧客忠 誠度關聯之研究，國防管理學院國防決策科學研究所碩士論文。
15.鍾欣蘭 (2008) 服務品質、企業形象與顧客滿意度之關聯性研究─以台灣銀行業為例, 國立成功大學統計研究所碩士論文。
二、英文文獻
1. Anderson, E. W. & M. W. Sullivan（1993）, “The Antecedents and
Consequences of Customer Satisfaction for Firms” Marketing Science,Vol 2,
pp.25-43.
2. Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and
Consequences of Customer Satisfaction for firms,”Marketing Science,
12, No. 2, pp. 125-143.
3. Bandyopadhyay, S., Martell, M.(2007). Does attitudinal loyalty influence
behavioral loyalty? A theoretical and empirical study. Journal of Retailing
and Consumer Services 14 (1), 35–44.
4. Baron, R. M. and D. A. Kenny (1986), “The Moderator-mediator
Variable Distinction in Social Psychological Research: Conceptual,
Strategic, and Statistical Consideration.” Journal of Personality and Social
Psychology, Vol. 51, Iss. 6, pp. 1173-1182.
5. Bateson, J.E. and Hoffman, K.G. (2002), Essential of Service
Marketing:Concepts, Strategy and Cases, Harcourt, Inc.
6. Bhote, K.R.(1996）, Beyond Customer Satisfaction to Customer
Loyalty-The Key to Greater Profitability, New York: American management
Association.
7. Bitner, M. J. (1995) “Building Service Relationships: It‟s All About Promises,”
Journal of the Academy of Marketing Science, 23 (Fall), 246-251.
8. Bowen, J. T. and Chen, S.L.(2001),”The relationship between customer
loyalty and customer satisfaction,” International Journal of contemporary
Hospitality Management, Vol.13,Iss.4/5;pp.213-217.
9. Cardozo, R. N. (1965), “An Experimental Study of Consumer Effort,
Expectations and Satisfaction,” Journal of Marketing Research, Vol.2, Iss. 3,
pp. 244-249.
10. Cassel,C., & Eklof, J. A. (2001). Modeling customer satisfaction and loyalty
on aggregate levels:Experiences from the ECSI pilot study,Journal of Total
Quality Management,12(7-8),834-841.
11. Chandon, P., Morwitz, V.G., Reinartz, W.J., (2005). Do intentions really
predict behavior? Self-generated validity effects in survey research. .Journal
of Marketing 69, 1–14
12. Churchill, G. A. Jr., and Surprenant,C. (1982),“An investigation into the
determinants of consumer satisfaction,”Journal of Marketing Research, Vol.
19, No. 11, pp. 491-504.
13. Cronin, J. J. & Taylor, S. A. （ 1992 ）, “Measuring Service Quality：A
Reexamination and Extension,” Journal of Marketing, Vol. 56, No. 3,
pp.55-68.
14. Cronin, J.J. Jr., and S. A. Taylor（1994）, “Modeling Patient Satisfaction and
Service Quality,” Journal of Health Care Marketing, 14（1）, pp.491-504.
15. Crosby, P. B. (1979), “Quality is Free,” McGraw-Hill Book Co.,
New York, pp. 5.
16. Czepiel, J. A. (1974), “Perspective on Customer Satisfaction,” AMA
Conference Proceedings, pp. 119-123.
17. Davidow, W. H., and B. Uttal (1989), “Service Companies: Focus or Falter,”
Harvard Business Review, Vol. 67, No. 4, pp. 77-86.
18. Day, Ralph L. (1977), “Extending the Concept of Consumer Satisfaction,”
Atlanta: Association for Consumer research, Vo1. 4, pp. 149-154.
19. Day, R. L.(1984),“Modeling choices among alternative responses to
dissatisfaction,” In Thomas C. Kinnear (ed.), Advances in Consumer
Research, 496-499.
20. Dick, A.S., and K. Basu（1994）, “Customer Loyalty: Toward and Integrated
Conceptual Framework,” Journal of the Academy of Marketing Science, 22
（2）, pp.99-113.
21. Dropping, B. (2005). Reducing churn in gsm networks.Retrieved 10 February
2006,from <http://telephonyonline.com/wireless/technology/news/churn_gsm_networks
_080205/index.htmlS
22. Etzel, M. J., Walker, B. J., & Stanton, W. J. (2001). Marketing Management
(12th ed.). Boston, Massachusetts: McGraw. Hill-Hill/Irwin.
23. Fecikova, I.(2004),”An index method for measurement of customer
satisfaction ,” The TQM Magazing, Vol 16 Iss. 1;pp.57-66.
24. Fornell, C. (1992), “A National Customer Satisfaction Barometer: The
Swedish Experience,” Journal of Marketing, Vol. 56, No. 1, pp.6-21.
25. Fornel, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E.
(1996).The American customer satisfaction index: Nature, purpose, and
findings. Journal of Marketing,60, 7-18.
26. Griffin, J. (1995) “Customer loyalty: How to earn it, how to keep it,” New
York, Lexington Book.
27. Garvin, D.A. (1983) „Quality On The Line‟, Harvard Business Review 61 5):
65-73.
28. Gronholdt, L., Martensen, A., and Kristensen, K. (2000), “The Relationship
Between Customer Satisfaction and Loyalty: Cross-Industry Differences,”
Total Quality Management, Vol. 11, pp.509-514.
29. Grönroos, C. (1982), Strategic Management and Marketing in Service Sector,
Marketing Science Institute, Cambridge, MA, . [Manual Request] [Infotrieve]
30. Gummesson (1994), “Evert service Management: An Evaluation and The
Future,” International Journal of Service Industry and Management, Vol. 5,
pp. 77-96.
31. Henning-Thurau, T., Klee, A.(1997). The impact of customer satisfaction and
relationship quality on customer retention: a critical reassessment and model
development. Psychology and Marketing 14 (8), 737–764.
32. Heskett, James L., Thomas O. Jones, Gary W. Lovemen, W. Earl Sasser and
Leonard A. Schlesinger (1994), “Putting the Service─Profit Chain to
Work,” Harvard Business Review, pp.164-174.
33. Howard, J. A., and Sheth, J. N.(1969), The theory of buyer behavior,
New Your: John wiley and Sons Inc.
34. Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J.
(2001). The evolution and future of national customer satisfaction index
model. Journal of Economic Psychology, 22, 217-245.
35. Jones, T. O., and Sasser, W. E., Jr. (1995), “Why Satisfied Customers Defect,”
Harvard Business Review, Vol. 73, No. 6, pp. 88-99.
36. Kotler. P. (1993), Marketing Management: Analysis Plazzing and Control,
Englewood Cliffs: N.J: Prentice-Hall.
37. Kotel,P.(1996),Marketing Management:An Asian Perspective,Prentice Hall.
38. Kotler, P. (1997), “Marketing Management Analysis Planning,
Implementation and Control,” Prentice-Hall, pp. 433-437
39. Kotler, P.( 2000). Marketing Management ： Analysis, Planning,
lementation,and Control, 10th ed., New Jersey: Prentice-Hall.
40. Kotler, P. and Armstrong, G. (2003), “Marketing: An Introduction 6th
Ed.),” Prentice Hall, Englewood Cliffs, N J.
41. Lewis, R. C., and Booms B. H.(1983), The Marketing Aspects of Quality in
Emerging Perspectives on Service Marketing Association, pp.99-107.
42. Lovelock, C. & Wright, L. (2002). Principles of services marketing and
management (2nd ed.). Upper Saddle River, NJ: Prentice-Hall.
43. Michael, D. J. (2002), “Improving Customer Satisfaction, loyalty, and
profit: an integrated measurement and management system,” Jossey-Bass,
Inc. a John Wiley and Sons, Inc.
44. Myron, D., (2004). Telecoms focus on services, not price, to reduce churn.
Customer Relationship Management May 8 (5), 18.
45. Oliver, R.L.,(1980) “A Cognitive Model of the Antecedents and
Consequences of Satisfaction Decisions, ”Journal Of Marketing
Research.17(nov),p460-469.
46. Oliver, R.L.,(1981) Measurement and Evaluation of Satisfaction
Processes in Retail Settin, Journal of Retailing, Vol. 57, No.3,25-48.
47. Oliva, T.A., R. L. Oliver and I. C. MacMillan (1992), “A Catastrophe
Model for Developing Service Satisfaction Strategies,”Journal of Marketing,
Vol. 56, pp.83-95.
48. Oliver, R. L.（1980）,“A Cognitive Model of Antecedents and Consequences
of Satisfaction,”Journal of Marketing Research, 17（Nov.）, pp.460-469..
49. Oliver,R.L.(1997) Satisfaction:A behavioral perspective on the
consumer,Boston:McGraw-Hill.
50. Oliver, R. L.(1999）,“Whence Consumer Loyalty?”Journal of Marketing,
Vol.63, P.33-44
51. Olshavsky, R.W. (1985), “Perceived Quality in Consumer Decision Making:
An Integrated Theoretical Perspective”, in Perceived Quality, Jacoby, J. and
Olson, J., eds. Lexington, MA: Lexington Books, pp.3-29
52. Ostrom, A. and D. Iacobucii (1995), “Consumer Trade-Offs and the
Evaluation of Services,” Journal of Marketing, Vol. 59, pp. 17-30.
53. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985), “A
Conceptual Model of Service Quality and Its Implication for Future
Research,” Journal of Marketing, Vol. 49, pp. 41-50.
54. Parasuraman, A., V.A. Zeithaml ,and L.L. Berry, (1985).Problems and
Strategic in Services Marketing, Journal of Marketing, Vol. 49, 33-46.
55. Parasuraman, A., Zeithaml, V. A. and Berry, L.L. (1988), “SERVQUAL:
A Multiple-item Scale for Measuring Consumer Perceptions of Service
Quality,” Journal of Marketing, Vol. 64, No. 1, pp. 12-40.
56. Parasuraman, A., V.A. Zeithaml, and L.L.Berry,(1991).Refinement and
Reassessment of the SERVQUAL Scale, Journal of Retailing,
Vol. 67, Iss.4,0-450.
57. Peppers, D., and Rogers, M. (1997), “The One to One Future: Building
Relationships One Customer at a Time, ”Bantam Doubleday Dell Publishing.
58. Prus, A., & Brandt, D. R. (1995). Understanding your customers. Marketing
Tools, 23(5), 10-14.
59. Reichheld,F. F. and Sasser, W. E. Jr (1990), ”Zero defections: Quality comes
to services,” Harvard Business Review, Vol. 68(Sep/Oct),Iss.5;pp.105-111.
60. Reichheld, F. F (1996) “Learning from customer defections, ”Harvard
Business Review,Vol 74(Mar/Apr),Iss. 2;pp.56-67
61. Ruyter, K.D., Bloemer, J., and Peeters, P.（1997）, “Merging Service Quality
and Service Satisfaction: and Empirical Test of an Integrative Model,”
Journal of Economic Psychology, 18, pp.387-406.
62. Selnes, F. (1993), “An Examination of the Effect of Product Performance
on Brand Reputaion, Satisfaction and Loyalty,” European Journal of
Marketing, Vol. 27, No. 9, pp. 19-35.
63. Singh, J., 1991. Understanding the Structure of Consumers Satisfaction
Evaluation of Service Delivery, Journal of Academy of Marketing
Sciences, Vol. 19, 223-234.
64. Singh, J., and Sirdeshmukh, D. (2000), “Agency and Trust Mechanisms in
Consumer Satisfaction and Loyalty Judgment.” Journal of Academy of
Marketing Science, 28, no.1: P.150-167.
65. Taylor, S.A., and T.L. Baker（1997）, “Patient Satisfaction and Service Quality
in the Formation of Customers‟ Future Purchase Intentions in Competitive
Health Service Settings, “Health Marketing Quality, 15（1）, pp.1-15.
66. Tes, D. K. and Wilton, P. C. （1988）, “Models of Consumer Satisfaction:
An Extension,” Journal of Market Research, 25（May）, pp. 204- 212.
67. Wakefield, R. L. (2001). Service quality.The CPA Journal , 71(8),pp.58-60.
68. Woodruff R. B. (1997), “Customer Value: The Next Source of Competitive
Advantage”, Journal of The Academy of Marketing Science ,Vol. 25(2),
pp139-153
69. Zeithaml, V. A., and Bitner, M. J. (1996), “Service marketing, ” McGraw-Hill,
New York.
網站部分
1. 國家通訊傳播委員會( NCC )：http://www.ncc.tw/。
2 中華電信股份有限公司網站：http://www.cht.com.tw/。
3. Carroll,K. (2002). Churn it down. Wireless Review
/www.wirelessreview.comSApril 19 (4), 10–12.
4.iThome：http://www.iThome.com.tw/。