| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 96 === In this fierce competitive market, it’s important to understand consumers’ expectation and satisfaction, to avoid the service quality gap which causes the loss of customers.
As a result of this study, we received 184 valid questionnaires from mobile phone users. For analyzing statistics developed through survey, we use methods, such as: T-Test, One-way ANOVA, and Important-Performance Analysis (IPA) to describe survey results and verify hypothesis. According to the analysis of Gap Theory, the difference between expected service level and perceived service level is significant. In addition, there is a significant difference between demographic variables and importance level. Mobile phone industry could perform the customer segmentation and focus on the services which consumers expected.
The study utilizes importance-performance analysis (IPA) to analyze users’ satisfaction and importance on two dimensions to formulate improvement priorities. This study is helpful in deciding how to allocate limited resources in order to maximize satisfaction and revenue.
|
|---|
