| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 94 === Under deregulation environment, the second generation mobile telecommunication industry in Taiwan has faced ever-increasing competition. For example, the national penetration rate of mobile phones has dropped from 114.14% of 2003 to 89.70% of 2005. Beside, the number of major service providers under trend of mergers and acquisition has been decreased to 4, implying this industry has reach its highly competitive maturity stage. Besides, the announcement of mobile number portability（MNP）in Taiwan on last quarter of 2005 further complicates the nature of competition. As result, it’s important to know major factors influencing customer loyalty of mobile phone users.
Based on intensive literature surveys, this study focuses on the following research topics：（1）major service quality factors determining customer satisfaction,（2）the impact of MNP on switching barriers, （3）the impact of customer satisfaction, MNP, and switching barriers on customer loyalty based on survey on mobile phone users, a total of 747 valid questionnaires were collected and analyzed. In order to investigate into different behaviors of different segments, this study explores the following three models：（1）total samples, （2）student group, and（3）non-student group. Major statistics tools employed include correlation analysis, analysis of variance, and regression analysis.
Major findings of this study can be listed as follows：（1）service quality influences customer significantly, （2）customer satisfaction influences customer loyalty significantly, and （3）major factors influencing customer loyalty are different for student and non-student groups. Based on these findings, the following suggestions are provided for mobile phone service providers：（1）regarding MNP, different promotions can be offered for student and non-student groups, （2）mobile phone service providers should improve their service quality to enhance customers’satisfaction and loyalty, and （3）mobile pone service providers need to focus their resources to sustain core competency on cost leadership or differentiate advantages.
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