全球經濟都受到金融海嘯的衝擊，在快速改革的電信市場中，不但業者短兵相接，如火如荼的展開市場保衛戰，消費者的心態更與往年大不同。顧客對商品的認知、滿意度和表現出的意見，都會影響到自己以及其他顧客的消費行為。為了瞭解消費者的真正需求所在，並在電信市場中保持領先，本研究結合兩大模式：以消費者行為著手，進而建立企業與顧客關係模式。希望藉由多變量統計分析方法，提供電信業者未來改進和行銷經營的方向。
本研究以台灣北、中、南電信業為例，有效樣本269份，採用線性結構關係模式探討企業形象、顧客滿意度與行為意向之關聯性，實證結果發現，企業形象會透過顧客滿意度對行為意向有間接顯著正向影響，顧客滿意度對行為意向有顯著正向影響。
本研究分析發現，台灣行動電信的市場以中華電信佔有率最高；每2.8個行動電信用戶，就有一人曾轉換過電信業者。在人口統計變項的差異性檢定，遠傳&和信用戶在價格的滿意度最低，中華電信用戶的收訊滿意度最高，南部服務品質的滿意度最高；中華電信業者應該更加注意消費者的動向，學生、北部和未婚&已婚，沒小孩的受訪者在外部反應和行為移轉傾向上顯著高於其他分群的受訪者。

The global economy has suffered greatly from the financial tsunami. Due to this reason, most of the carriers in the mobile telecommunications market today try their best to compete against each other to be on top. In addition, customers’ mindsets are different from before. That is to say, commodity awareness, satisfactory, and comments of consumers actually have an impact not only on their own behaviors but also others’.
Therefore, the present study seeks to investigate the actual demands of consumers and to help mobile telecommunications companies to take the lead in the market. Based on consumers’ buying behaviors, the researcher combines two major models to construct the relationship pattern between enterprises and consumers. To narrow down the scope, she then chooses the mobile telecommunications carriers in the northern, central, and southern Taiwan as the target carriers in the present study. There are a total of 269 valid surveys being collected. The researcher then uses LISREL to further discuss the relationship among corporate image, customer satisfaction and behavior intention.
The empirical result of the study has discovered that the customer satisfaction is the mediating variable between corporate image and behavior intention. In addition, customer satisfaction impacts positively on customers’ behavior intention.
This research of the study has discovered that Chunghwa Telecom's market share is highest; And an average of 2.8 mobile telecommunication users had one person once to transform the mobile telecommunications. In the population statistical variables, users of Far Eastone have the lowest price of satisfaction, users of Chunghwa Telecom have the highest reception of satisfaction, and the quality of satisfaction in the south is the highest; Chunghwa Telecom should pay more attention to consumer's trend; Students, north and unmarried & married, no child's participants have obviously higher varied in the behavior intention than the other.

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