| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 96 === The Effect of Innovating Service and Product on Coporate Image and Customer Loyalty– An Example of Chunghwa Telecom Customized Mobile Phone
Student: Hong-Yi Wang Advisor: Prof . Yen-Hung Lo
Da-Yeh University
ABSTRACT
With the development of the communicating technology, mobile communication is going to the next generation of W-CDMA and W-CD2000, the so called 3G or 3.5G. At the early stage, Chunghwa Telecom cooperated with Microsoft and Dopoda, and in July 2006, Chunghwa Telecom has put the first quadband customized mobile phone ever in the world –CHT900 into the market. The “m-Pro business service” is specially made for business men. Chunghwa Telecom hopes to establish a good brand image and to change the operating habit of mobile value-added service. Chunghwa Telecom also wants to create a great relationship with high-class business consumer.
In this research, customer using or buying the customized mobile phone are se-lected as samples in order to study the relationship between product function, innovat-ing service, corporate image, and customer loyalty. In the end, we received a total 185 data and the reliabilities are from 0.726 to 0.860(all above 0.7). After regression analy-ses, the results are as below: 1. The service provided by Customized Mobile Phone has a positive effect on corporate image.2. The service quality provided by Customized Mobile Phone has a positive effect on corporate image.3. The Corporate image has a positive effect on Customer Loyalty. 4. The product function provided by Customized Mobile Phone has a positive effect on corporate image.5.The innovating service pro-vided by Customized Mobile Phone has a positive effect on Customer Loyalty
Apparently, no matter in the product function or the innovating service quality of the customized mobile phone is highly evaluated by the customer. The result is as we expected. The target customer is the group of high-income and high-interest which is in the right side of M-society.
Key Words: customized mobile, product function, innovating service, coporate image, customer loyalty
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