| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 93 === With the telecommunication liberalization in Taiwan, the government releases the fixed network business to persons, which breaks the monopoly status of fixed network market in Taiwan and creates the new competitive environment. It is the critical task for telecommunication operators to avoid price competition and improve service quality / customer satisfaction to gain advantages of non-price competition.
After reviewing lots of articles about concerning service quality, I use the theory of “Service Quality Model”, which was provided by Parasurman, Zethaml and Berry in 1985 and 1994. The SERVQUAL scale that developed by Parasurman, Zethaml and Berry in 1988 is also adopted.
The purpose of this research is to investigate the key factors of ADSL service quality / product attributes, customer expectations, and perception and satisfaction. The data were collected from consumers who attended the computer exhibition. After basic analyzing the data of questionnaires, I reward the service quality character evaluation picture with “Important-Performance Analysis” to offer the guidance towards telecommunication operators for marketing planning.
The results of this research are as the following：（1）the service quality performance that customer expected is better than the service quality performance customer perceived；（2）in demography ,there are significantly difference of service quality, customer satisfaction and product attributes；（3）there are significantly relationship of service quality, customer satisfaction and product attributes.
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