| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 89 === The telecommunication industry in Taiwan is rapidly growing now, and the customers’ awareness of quality is getting higher. As to the telecommunication interest, it is the critical success factor in the competitive marke to focus on customers’ need, understand the main factors which their customers care, and improve their service quality.
The main purpose of this study is finding out the critical factors the customers care and discussing the customer satisfaction. The framework of this study is separate by two steps to design the questionnaire and collect the samples. Then we use the factor analysis of multivariate data analysis to separate the customer satisfaction to several dimensions so that we can analysis them more easily. Expect using the traditionally method of Spss — Statistic analysis software to discuss, we also apply the Neuralwork which is more statistic way to analysis the ranking and category of the telecommunication interests. We also hope that we can build up a easier and more effective category model, then find out the way to improve the service quality. And giving the interests effective propose so that they can apply the finite resource on the main service factors that their customers really care.
The result shows that there are 8 items of mobile phone and 27 items of telecommunication interests of the service quality items which customer really care. The first three items are all about the “communication quality”, and the fourth one is “the stability of system network”. After the factor analysis, the service quality can become four dimensions of “Information service”, “Related Service”, “System Service”, and “About the mobile phone”. And the identify rate of discriminant analysis of SPSS is 94.7%, Neural network is 97.03% which is higher than the traditional way of SPSS.
Key words: Service quality, Customer satisfaction, Neural network
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