5G世代的來臨，台灣電信業者不單單只注重於行動上網及通話的服務品質，而是以5G作為連結提供消費者更多元化的服務。各家業者與其他產業合作，結合購物、音樂、影視及通訊，將自己本身的加值服務「豐富化」，吸引更多消費者使用以提升自己的收益。

    本研究探討的目的為消費者對於選用電信業者時，對於服務品質、價格促銷、顧客滿意對於顧客忠誠的關係影響。並以顧客滿意度作為中介變數，探討服務品質、顧客滿意度在顧客忠誠度中是否存於中介效果。隨後透過電子問卷進行發放，並將其數據加以整理並進行敘述性統計、信度分析、效度分析、相關性分析及迴歸分析探討各構面的影響性，最後將其研究結果結合學術及實務提出建議，研究結果如下。

1.	服務品質對顧客滿意有正面顯著影響
2.	服務品質對顧客忠誠有正面顯著影響
3.	價格促銷對顧客忠誠有正面顯著影響
4.	顧客滿意在服務品質對顧客忠誠中有中介效果

With 5G (5th Generation Mobile Network), Taiwan’s carriers not only just focusing on cellular data and voice’s quality, but taking 5G as a connection with customer via variety of service. Carriers cooperate with other industries, combined with Shopping, Music, entertainment and voice to increase their value-added service abundantly and raise their benefit up.

The purpose of this study is investigating the relationship between price promotion, service quality, customer satisfaction and customer loyalty that consumers consider.
Take customer satisfaction as mediator to examine whether effect the relation in service quality and loyalty. The research method begins with electronic questionnaire. The data analyzed via SPSS with Descriptive statistics, Reliability analysis, Validity analysis, Factor analysis, Correlation analysis and Regression Analysis. The results of the study as: (1) Service Quality has positive effect on Customer Satisfaction. (2) Service Quality has positive effect on Loyalty. (3) Price Promotion has positive effect on Loyalty. (4) Customer Satisfaction has mediating effect on Service Quality and Loyalty.

目錄	1
圖目錄	3
表目錄	3
第一章 緒論	1
第一節、	研究背景與動機	1
第二節、	研究目的	4
第三節、	研究流程	5
第二章 文獻探討	6
第一節、	臺灣電信業簡介	6
第二節、	行動加值應用	8
第三節、	服務品質	12
第四節、	價格促銷	17
第五節、	顧客滿意	19
第六節、	顧客忠誠	23
第七節、	服務品質、價格促銷、顧客滿意與顧客忠誠之關係	27
第三章 研究方法	29
第一節、	研究架構	29
第二節、	研究假說建立	30
第三節、	研究變數操作性定義與衡量	31
第四節、	研究設計	34
第五節、	資料搜集方法	37
第四章 資料分析與結果	39
第一節、	敘述性統計	39
第二節、	信度分析	49
第三節、	因素分析	50
第四節、	相關分析	51
第五節、	迴歸分析	52
第六節、	研究結果	57
第五章 結論與建議	58
第一節、	研究結論	58
第二節、	研究建議	60
第三節、	研究限制	63
參考文獻	64
一、	中文部分	64
二、	英文部分	65
三、	網站部分	75
附錄	76

圖目錄
圖1- 1 108年開放申請經營行動寬頻業務1800MHz、3500MHz及28000MHz頻段競價結果	1
圖1- 2 2018年電信概況	3
圖1- 3研究流程	5
圖2- 1 PZB服務品質模式圖	15
圖2- 2 知覺服務品質與顧客滿意關係圖	20
圖2- 3美國顧客滿意指標	21
圖2- 4 顧客滿意度模型	22
圖2- 5顧客忠誠關係模型	24
圖2- 6忠誠三角模式	25
圖3- 1研究架構模式圖	29

表目錄
表2- 1行動加值應用特點	9
表2- 2各家電信業者提供數位行動加值服務分類	10
表2- 3服務品質五大構面	13
表3- 1 研究假說設立	30
表3- 2服務品質衡量構面與題項	31
表3- 3價格促銷構面與衡量題項	32
表3- 4顧客滿意度構面與衡量題項	33
表3- 5顧客忠誠度構面與衡量題項	33
表3- 6前測之問卷構面信度分析	35
表3- 7前測之問卷構面效度分析	35
表3- 8 KMO統計值適用標準	38
表4- 1整體有效樣本性別分布情形	39
表4- 2整體有效樣本年齡分佈情形	40
表4- 3整體有效樣本教育程度分佈情形	41
表4- 4整體有效樣本選擇使用電信概況	42
表4- 5整體有效樣本門號合約申辦概況	43
表4- 6整體有效樣本綁約期數分佈	44
表4- 7整體有效樣本月租費價格區間分佈	45
表4- 8整體有效樣本電信業者選擇因素分佈	46
表4- 9整體有效樣本行動加值服務使用分佈	47
表4- 10各構面信度分析表	49
表4- 11各構面效度分析表	50
表4- 12各構面相關分析表	51
表4- 13服務品質對顧客忠誠迴歸分析表	52
表4- 14服務品質對顧客忠誠迴歸分析表	53
表4- 15價格促銷對顧客忠誠迴歸分析表	54
表4- 16服務品質、顧客滿意及顧客忠誠迴歸分析表	56
表4- 17研究假說彙整表	57

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三、	網站部分
中華電信(2020)：https://www.cht.com.tw/
台灣大哥大(2020)：https://www.taiwanmobile.com/
台灣之星(2020)：https://www.tstartel.com/CWS/
吳元熙（2019年7月5日）。當4G上網低資費成慢性病，五大電信商中誰受傷最深？取自https://www.bnext.com.tw/article/53923/taiwan-4g-arpu-decline
亞太電信(2020)：https://www.aptg.com.tw/my/
國家通訊傳播委員會(2020)：https://www.ncc.gov.tw/
遠傳電信(2020)：https://www.fetnet.net/
數位時代（2019年4月2日）。台灣大新總座林之晨拋「超5G策略」，打破電信業零和競爭 取自https://www.bnext.com.tw/article/52821/taiwan-mobile-general-manager-jamie-lin-5g-strategy
數位時代（2020年7月3日）。遠傳5G壓軸開台，徐旭東為何說電信三雄比時間是nothing？ 取自https://www.bnext.com.tw/article/58360/5g-fareasttone-launch