| Summary: | 碩士 === 中華大學 === 科技管理學系(所) === 96 === Along with the progressing telecommunication industry, interpersonal interactions no longer rely on correspondence, and also, distance between global people are even more drawn close to each other. Certainly, Taiwan is under the current. Under the ongoing welcoming competition, Ministry of Taiwan telecommunication had implemented a reformation- Telecommunication Company is parted from the Ministry .And therefore to build a fair competition environment.
Taiwan’s government at present implements Mobile Number Portability (MNP) service which means another competition will be beginning. Therefore, how to enhance the customer satisfaction and loyalty have become a main subject of mobile network operator.This study is to analyze correlations of factors effecting customer satisfaction by using Taiwan Customer Satisfaction Index (TCSI) model and Linear Structural relation model(LISREL) as an analyzing tool to illustrate the relationship between image, customer expectations, perceived quality, perceived value, customer satisfaction and customer loyalty of six major mobile network operators in Taiwan. To discuss customer satisfaction and loyalty, data of customer satisfaction from six main next operators are integrated and the user questionnaire survey is taken by university students. The result shows that, all hypothesizes have positive influences to satisfaction except for the customer expectation. The perceived value influences customer satisfaction the most; nevertheless, the image does the least. The customer satisfaction influences customer royalty the most; the perceived quality has positive influence on the perceived value. Besides, the customer expectation and the satisfaction are influenced by image, and the image has greatest influence on the customer expectation.
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