| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 97 === Several researches have shown that in purchase decisions, customers not only base their choices on price, quality or other factors relating to product or services, but also make their decisions base on customer-company relationships. In order to attain continuous success, more and more companies are starting to plan on establishing a long-term meaningful relationship with its customers, and one of the most important factor that strengthens this relationship is to establish the so called “customer-company identification”.
Factors affecting “customer-company identification” are very complicated. Traditional researches usually focus on fragments or on some specific factors, which, in terms of methodology, neglect the fuzziness and uncertainties that lie within the human thoughts. Thus, this study first arranged the main constructs affecting “customer-company identification” in the telecommunication industry through the review of related literatures, and made used of Fuzzy AHP analysis to explore the relative importance between constructs. Also, evaluations and comparisons on the “customer-company identification” of 4 telecommunication companies were performed base on the relative weights and customer evaluation.
Through the dissemination of 30 questionnaires to professionals in the telecommunication industry and 120 questionnaires to the customers, results of the analysis are stated as follows: (1) factors affecting “customer-company identification” can be divided into 4 factors namely, service perception, company image, customer relationship and customer role recognition, which include 15 items detailed assessment index; (2) factors affecting “customer-company identification” according to their relative importance include service perception, company image, customer relationship and customer role recognition. A detailed ranking of the said items include the performance of service employee, actual facilities, interactions between customers, customer satisfaction and identity similarity; (3) the differences between the values assessed for customer-company identification of 4 companies is not significant, however, the overall criterion assessment of Taiwan Mobile had the highest value, followed by Far East Tone, Asia Pacific Telecom and Chunghwa Telecom. This study also presents the assessment results of specific constructs, which could serve as references to industries in planning for customer relationship strategies.
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