| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 89 === The explosive growth of mobile telecommunications market in Taiwan has resulted in a substantial increase to fifty percent in the penetration rate in two years after liberalization. By international standards, Taiwan has widely opened up its mobile telecommunications market, shifting from CHT monopolization to open and competitive. Due to a huge backlog of unmet demand before liberalization and severe price competition after liberalization, the new mobile phone operators have gained a solid market foothold. Nowadays, customer satisfaction is the key factor to run the new growing mobile telecommunications market. This research aimed at mobile service company in Taipei metropolis, is to explore the affected factor customer satisfaction and correlation among customer satisfaction, quality and telecommunication quality.
This paper discusses on mobile telecommunications industry, service quality and customer satisfaction by reviewing relative literature. The questionnaire is constructed by the SERVQUAL scale and adjusted to the character of the mobile telecommunications industry. The study focuses on mobile telecommunications users and draws samples in every station of Taipei Rapid Transit System (TRTS). The resulting data were analyzed by statistical approaches including factor analysis, ANOVA, and regression analysis. This paper provides recommendations for improving service quality and customer satisfaction. The findings of this research can be concluded as follows:
1. In mobile telecommunications industry, a significant positive correlation was found between service quality and customer satisfaction.
2. Telecommunication quality and customer service system are both main dimensions that affect customers’ satisfaction.
3. With different education, there is a significant correlation between customer expectations and performance in mobile service.
4. Customers are most unsatisfied with long time waiting on line. Therefore, to improve the customer satisfaction, the providers need to upgrade the efficiency of the customer service system.
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