本研究透過問卷設計來衡量行動通信業者的服務品質、顧客滿意度與忠誠度之相關聯影響進而建立假說，以數據驗證假說成立與否。本研究以手機個人用戶使用者立場出發，試圖瞭解目前行動通信業者所提供的各項產品與服務，是否能真正符合用戶的需求。
此外，因近年來基地台等基礎建設已趨成熟，早期因通信品質之問題已相對的降低，而個人用戶使用者對於附加價值所該具有的服務豐富性卻相當重視，這是行動通信業者未來所必須重視的趨勢。當服務品質及顧客滿意度皆提升的同時，能為業者帶來長久利益的顧客忠誠度也能建立。
本研究藉由路徑分析提出各構面之關係及模型而驗證結果各構面間的關係是相當顯著的，再利用多變量變異數分析驗證各構面與人口統計變項是否有顯著影響，得到以下結論：
1.業者所提供的服務品質對顧客滿意度有顯著的影響，這表示業者若能提供穩定的通訊品質、多樣化服務、良好且具技術背景的服務人員，對顧客滿意度將有正向影響。
2.業者若能提高顧客滿意度會正向影響顧客忠誠度；也就是說，業者若要提升顧客整體滿意度，必須先有效提升各項服務品質，才能藉由增強顧客滿意度來提升顧客忠誠度。
針對以上結果，擬定以下三項建議：
1.增加業者服務豐富性。
2.針對不同性別所設計的差異化服務，相信能再提高顧客的滿意程度。
3.業者可以依照顧客使用的時間，將短中長期顧客區隔開來，並提供不同等級的服務。
本研究期望能提供有效的決策資訊與策略，做為行動通信業者提升顧客滿意度及忠誠度調整行銷策略之參考。

Applying theories of various scholars to questionnaire design, this research aims to explore the relation among service quality, customer satisfaction, and customer loyalty. Also, this study will examine the products and services provided by mobil communication service, so that we will know whether or not these companies really satisfy the needs of individual subscribers.
Besides, because the development of base station service has reached maturity in recent years, the complaints against bad communication service drop drastically. However, subscribers have become more concerned for the variety of service. Providers must pay attention to this aspect. Only when both service quality and customer satisfaction are improving can customer loyalty be built and providers profit permanently.
The study applies path analysis first to explore the relationship between different measurements and modeling, and then it applies MANOVA to verify whether each measurement influences population statistics, and then. get the following conclusions:
1.The quality of providers have apparent influence on customer satisfaction, it means that providers can offer steady communication quality, diversification serve, be good and have technological attendants of background, there will be the satisfaction to customer to influence. 
If providers can improve customer satisfaction will influence customer's loyalty; if providers should improve customer's whole satisfaction, must improve every service quality effectively first, could be by strengthening customer satisfaction to improve customer's loyalty 
To the above-mentioned results, draft three following suggestions: 
1. Increasing providers service abundantly.
2. Serve to different sex difference that design, believe, can improve again the customer's satisfaction
3. Providers can according to time that customer use, separate, come on the short medium and long-term customer district, offer the service of different grades 
Therefore, providers are very likely to make the best and most precise marketing strategies if they can group subscribers into different types according to the results mentioned above.

頁次
致謝辭				  	         Ⅰ
中文摘要						Ⅱ
英文摘要						Ⅳ
目錄						Ⅵ
圖目錄						Ⅷ
表目錄						Ⅸ
第一章　緒論					1
第一節　研究背景與動機				1
第二節　研究目的					3
第三節　研究流程					4
第四節　論文架構.					5
第二章　服務品質、顧客滿意度與顧客忠誠之理論分析	6
第一節　服務品質					6
第二節　顧客滿意度		           		13
第三節　顧客忠誠度		                 		15
第四節　服務品質、顧客滿意度與顧客忠誠度之關係	20
第三章　研究方法					23
第一節　研究架構					23
第二節　研究假說					23
第三節　變數操作型定義				28
第四節　問卷設計					31
第五節　問卷發放					36
第六節　資料分析方法				37
第四章　資料分析					40
第一節　樣本結構					40
第二節　服務品質、顧客滿意度及顧客忠誠度之敘述統計	42
第三節　因素分析與信度分析	           		44
第四節　研究模型之路徑分析	           		47
第五節　多變量變異數分析				51
第六節　人口統計變項與假說檢定整理			54
第五章　結論與建議					58
第一節　實證結果與發現				58
第二節　建議					59
第三節　研究限制					61
參考文獻						62
一、中文部份					62
二、英文部份					65
附錄						73

 
圖目錄
                                                     頁次
圖1- 1 研究流程					4
圖2- 1 知覺服務品質決定因素				10
圖3- 1 研究架構圖					23
圖4- 1「服務品質─滿意度─忠誠度」路徑關係圖		51


 
表目錄
                                                       頁次
表2- 1 服務品質之定義				7
表2- 2 服務品質構面				8
表2- 3 SERVQUAL量表				11
表2- 4 顧客滿意度之定義				13
表2- 5 顧客忠誠度的組成構面				16
表2- 6 顧客忠誠度衡量變項				19
表3- 1 服務品質構面之定義及衡量			29
表3- 2 研究變數與操作型定義				31
表3- 3 服務品質問卷				32
表3- 4 顧客滿意度問卷				33
表3- 5 顧客忠誠度問卷題型				35
表4- 1 樣本之分佈情形				41
表4- 2 服務品質之敘述統計分析			42
表4- 3 顧客滿意度之敘述統計分析			43
表4- 4 顧客忠誠度之敘述統計分析			43
表4- 5 Table Interpretation of the magnitude of KMO value						44
表4- 6 各構面因素分析之因素負荷			45
表4- 7 各構面的信度分析				46
表4- 8 路徑效果分析				48
表4- 9 影響各反應變數之路徑效果彙總			49
表4- 10 服務品質之多變量變異數分析			52
表4- 11 顧客滿意度之多變量變異數分析			53
表4- 12 顧客忠誠度之多變量變異數分析			53
表4- 13 各構面路徑分析直接效果之研究假說結果		55
表4- 14 各構面路徑分析間接效果之研究假說結果		56
表4- 15 各構面與人口統計變數MANOVA 分析之研究假說結果	57

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