| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 95 === The mobile phone subscriber numbers of Taiwan achieved twenty-one million and three hundred thousand until Dec 2005 which including 2G, 3G and PHS, and the rate of the popularization reached 94.56% high. Although the number of mobile phone subscribers has increased fast, some telecommunication operators’ revenue stop growing even fall into decline because the continuing competition cause the rate plan unceasing to fall, and the voice service market has been saturated.
At present, the domestic telecommunication operator’s focus on the rate plan and handset product competition, they don’t have obvious difference in service. Therefore, the consumers have difficulty to distinguish which one is better. It is an important target and strategy for operators to develop new value-added service, the innovation function, and to create difference competitive advantage so as to enhance the satisfaction of consumers; it also indicates another important direction to help the mobile phone operators search for the profit growing.
This study mainly applies the Kano model to classifying the mobile value-added service to consumers’ satisfaction attribute. It is to analyze the correlation between the satisfaction and attention for the viewpoint of value-added service quality to users by questionnaire.
The findings showed that the characteristic of value-added service has different Kano model classification, and the different background users have different views on it. The findings also showed that there’s much correlation between the satisfaction and attention of majority of quality characteristic classification.
The findings expect to be a reference to competition strategy for our operators developing the value-added service market; formulate the value-added service that is suitable for consumers; enhance the satisfaction of consumers to operators.
Key words: mobile value add service、consumer satisfaction、Kano model
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