在行動通信競爭激烈下，服務品質成為各電信公司爭取客戶之關鍵成功因素，每一家電信公司均不遺餘力地思索如何爭取客戶，並維持客戶，最好的策略，就是提供良好的服務品質。本研究根據PZB的服務品質缺口模型，探討客戶期望和知覺的服務品質缺口。採調查研究法，以台灣行動通信服務的使用者為研究對象，利用網路問卷填答，收集到492份有效樣本，並以偏最小平方法進行相關假說之驗證，並依照客戶期望水準不同，分別計算服務品質缺口。研究結果顯示，客戶對服務的期望越高，則客戶滿意度越低；客戶實際感受績效越高，則滿意度越高；客戶滿意度越高則客戶忠誠度越高。期望服務水準在期望得到之下有較好的解釋力，客戶期望服務在期望得到的水準中，以可靠性的差距最大。當客戶期望服務在最低要求水準中，只有在確實性中，感受到的低於最低要求。多群組分析結果說明了本研究可適用到行動通信任何一家電信公司。本研究將討論及分析上述研究之各項影響及管理上之意涵，作為電信業者參考依據。

Under fierce competition of mobile communication, the service quality becomes the key factor for telecom corporations to acquire customers successfully. Every telecom corporation exerts no effort in thinking about how to acquire and maintain customers. The best solution is to provide high quality of service. 
The study explores the gap of the service quality expected by customer and the service quality perceived by customer based on the service quality gap model proposed by scholar PZB et al. It adopts survey research method and takes the users who have used mobile communication service in Taiwan as the subjects. With online questionnaire survey, it collects 492 valid samples in total. Moreover, it validates the related hypotheses with partial least square method, and calculates the service quality gap respectively based on different levels of customer expectation. As shown in the study results, the higher the customer expectation towards the service is, the lower the customer satisfaction will be. The higher the performance actually felt by the customer is, the higher the customer satisfaction will be. The higher customer satisfaction is, the higher the customer loyalty will be. The expected service level has good explanatory ability among those that are desired to obtain. Among the expected level of the service expected by the customer, the reliability shows the greatest gap. When the service expected by the customer is below the adequate requirement, the service actually felt is lower than the adequate requirement only under assurance. The multi-group analysis results indicate the study is applicable to any telecom corporation of mobile communication. The study will discuss and analyze the influence of above research and the significance on management, which can service as reference for telecom operators.

目次
目次 V
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的	1
第二章 文獻探討	3
第一節 PZB服務缺口 3
第二節 衡量服務品質的量表(SERVQUAL) 4
第三節 期望符合理論 6
第四節 對比理論(Contrast theory) 7
第五節 客戶滿意度 7
第六節 客戶滿意度與客戶忠誠度關係 7
第三章 研究方法	9
第一節 研究架構	9
第二節 操作型定義 10
第三節 研究假說	11
第四節 研究範圍與對象 12
第五節 資料分析方法 13
一、敍述性統計分析 13
二、信度與效度分析 13
三、偏最小平方法 13
四、多群組分析(Multi-Group Analysis) 15
第四章 研究結果與分析 16
第一節 敍述性統計分析 16
第二節 信度與效度分析 20
第三節 假說檢定	23
第四節 PLS分析比較 31
一、路徑係數(β)分析 31
二、解釋力分析 32
三、比較結論 32
第五節 多群組分析 32
第五章 結論與建 41
第一節 結論 41
第二節 管理實務上之建議	41
第三節 研究限制及未來研究方向 42
參考文獻 43
附錄 48

表目錄
表2-1 SERVQUAL量表 5
表3-1問卷例題 10
表4-1敘述性統計樣本分布（性別、年齡）16
表4-2敘述性統計樣本分布（居住地區、工作行業別）17
表4-3敘述性統計樣本分布(所屬電信公司、門號訊號、手機作業系統、每月手機通信費用) 18
表4-4期望(期望得到)與知覺服務差異 19
表4-5期望(最低要求)與知覺服務差異 20
表4-6潛在構面之AVE、組合信度和Cronbach's α值(期望水準為a期望得到) 21
表4-7潛在構面之AVE、組合信度和Cronbach's α值(期望水準為b最低要求) 21
表4-8潛在構面之AVE、組合信度和Cronbach's α值(期望水準為c期望平均) 22
表4-9 相關矩陣與平均變異抽取量之平方根(期望水準為a期望得到) 22
表4-10相關矩陣與平均變異抽取量之平方根(期望水準為b最低要求) 23
表4-11相關矩陣與平均變異抽取量之平方根(期望水準為c期望平均) 23
表4-12路徑檢定表(期望水準為a期望得到) 26
表4-13研究假說檢定結果一覽表(期望水準為a期望得到) 26
表4-14模型路徑檢定表(期望水準為b最低要求) 28
表4-15研究假說檢定結果一覽表(期望水準為b最低要求) 29
表4-16模型路徑檢定表(期望水準為c期望平均) 30
表4-17研究假說檢定結果一覽表(期望水準為c期望平均) 31
表4-18電信公司多群組分析(PLS-MGA)檢定結果(期望得到) 33
表4-19電信公司多群組差異檢定(期望得到) 35
表4-20電信公司多群組分析(PLS-MGA)檢定結果(最低要求) 37
表4-21電信公司多群組差異檢定(最低要求) 39

圖目錄
圖2-1：PZB的缺口模型(Gap Model) 4
圖3-1：本研究架構 9
圖4-1a：研究路徑關係圖(期望水準為a期望得到) 25
圖4-1b：研究路徑關係圖(期望水準為b最低要求) 28
圖4-1c：研究路徑關係圖(期望水準為c期望平均) 30

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