The Consumer Satisfaction of 3G Mobile Value-added Service：The Example of Chunghwa Telecom Company

• Main Authors: Shu-Fang Wei, 魏淑芳
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/53699829547668169105

碩士 === 國立雲林科技大學 === 商管專業學院碩士班 === 100 === Despite relaxed restrictions on telecommunications carriers and significant increase in mobile communications users, the average revenue per user (ARPU) keeps falling on lower voice communication rates. For the saturated voice communications market, the only way to improve the current situation is to accelerate the promotion of 3G mobile value-added services. The study adopted Important-Performance Analysis (referred to as IPA) method to conduct a portfolio evaluation on users’ emphasis and satisfaction levels towards and measure of 3G mobile value-added services. The study incorporated the performances – average emphasis level and satisfaction level on a two dimensional array. Based on the relative positions in the quadrant of the 3G mobile value-added services, the researcher adjusted the priorities for improvement and found 2 numbers-same ringing, black list setting and mobile order services were rated with high emphasis level but low satisfaction level. The researcher suggest CHT improve its less than satisfactory 3G mobile value-added services to retain clients and encourage consumers’ willingness to repurchase to raise ARPU.