摘要
高雄的有線電視從非法到合法經營，至於今日集電信、資訊及娛樂於一體的重要角色，在這過程中，由於財團業者的惡性競爭，導致市場結構逐漸集中化，並且多數媒體、政府及學術調查也顯示，顧客對業者的服務品質普遍感到不滿，因此一直有學者呼籲應該正視有線電視的服務品質問題，以確保顧客的權益。
在市場未經財團整合之前，本區有線電視市場價格戰打的如火如荼，導致各有線電視系統業者產生巨額虧損，然而經過財團整合後，收視價格急遽上揚，高雄市民自民國八十年以來，已習慣以低價收看有線電視，今年初突然面臨2-3倍的收視費調漲，紛紛以不同的方式表達抗議。然而在這場價格戰中，價格當真是顧客最在乎的因素嗎？
本研究將以高雄市北區有線電視收視費用調漲後，顧客對有線電視服務品質整體滿意度之探討，從消費者的角色感受，來表達對有線電視業者所提供的節目或服務品質的好惡。
本研究計畫將以高雄市北區十六歲以上至七十歲以下的有線電視收視戶為研究母體，採用個別訪談的調查方式，經由分層隨機抽樣，計畫收集有效樣本1024份，並以線性結構關係模式等統計工具進行資料分析，以期能建立本區有線電視收視戶滿意度之迴歸模式。
本研究探討國內外有關有線電視顧客滿意度的文獻後，特以影響顧客對有線電視滿意度的構面：服務品質、節目品質、收訊品質、價格因素，調查個別構面變數的影響程度，以提供本區兩家有線電視公司做為服務品質的改善、頻道節目的安排與價格策略訂定時的參考，使有線電視公司能夠提高收視戶整體滿意度，創造雙贏的境界，以確保在未來進入電信市場時的競爭優勢。

Abstract
An information transmission revolution within cable television companies in Kaohsiung City has proclaimed for years, of which playing the role on company registration to government authority from illegal to legal since telecommunication energized through scattered dispatching to integration, which contains information and entertainment programs as represent to the subscriber by its essential factors recently. However, vicious competitions (惡性競爭) among consortiums make the correlative cable market centralization. By the time being, according to an investigation survey for medias, government authorities, and science reports indicate that the majority of subscribers are dissatisfied with the dispatching quality prior to the first receiving relevant services. Consequently, appeal to resolve regards cable television program qualities by scholars in terms of protecting customers’ rights and interests become a topical subject recently.

A raging fire like price competition launch into local cable television companies give integration opportunity for consortiums for their fortune, which they participate in the business after a number of bankrupt cases happened to local cable companies. However, as compare to the present cable rental to the previous schedule, the rental charges have been risen from two to three time than ever before, yet the price decision making only by those new cardinals prior to the beginning of 1991. Regarding protest against rising rental charge by consumers, of which whether it is an alternative acceptable by consumers and capability of against cable companies’ rental charge?

In this study by adopting a survey onto a period of primary rental adjustment in 1991, catalogue it into several topics of integrated quality satisfaction about cable companies’ service, a rental adjustment satisfaction responded by consumers’ visual impression as subjects perceiving the programs and those package whether comply with expected qualities. First, to catalogue the local subscribers whose age are from 16-year to 70-year and living in northern area of Kaohsiung City. Second, adopt individual interview as the manner to survey and employ layer random sampling (分層隨機抽樣) to retrieve total 1,024 valid samples. Afterward, implement one-way ANOVA analysis (單因子變異數分析), and linear structural relation (LISREL) (線性結構關係模式) statistics analysis tools to process data analysis as for understanding local cable television subscriber satisfaction.

In this survey documentation procedure may featured by several layers; such as service qualities, program qualities, and price factors. As investigating individual compositional variables (構面變數) valid level as the manner to provide reference for local two cable television companies to promote their
entertainment programs, channel program arrangement, and attached rental policy formation. Moreover, business promotion employed by the cable companies through consumer-integrated satisfaction as for secures their superiority positions in the future aggressive telecommunication market.

摘要 1
Abstract 3
目錄 5
表次 7
圖次 10
第一章 緒 論 11
第一章 緒 論 11
第一節 研究背景與動機 11
第二節 研究目的 12
第三節 研究流程 13
第二章 文獻探討 14
第一節 有線電視服務業之經營特性 14
第二節 服務品質 18
第三節 服務品質模式及其衡量構面 25
第四節 顧客滿意度 38
第三章 研究方法 43
第一節 研究架構 43
第二節 研究變數的意義 45
第三節 研究假設 47
第四節 研究設計 51
第五節 抽樣方法與樣本結構 55
第六節 資料分析方法 60
第四章 實證結果分析 62
第一節 信度、效度分析 62
第二節 敘述統計分析 64
第三節 顧客人口統計變數在認知節目品質程度之差異分析 67
第四節 顧客人口統計變數在認知收訊品質程度之差異分析 73
第五節 顧客人口統計變數在認知價格程度之差異分析 78
第六節 顧客人口統計變數在認知客戶服務程度之差異分析 84
第七節 顧客人口統計變數及特性與整體滿意度差異性分析 90
第五章 結論與建議 100
第一節 研究結論 100
第二節 對高雄市北區有線電視業者之建議 111
第三節 研究貢獻 113
第四節 研究限制 113
第五節 後續研究方向之建議 114
參考文獻 115
一、中文部分 115
二、英文部分 117
三、相關網站 121
附錄一 問卷內容 121

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