國內在電信市場開放、資訊與通訊技術突破、消費者需求改變及廠商追求經濟效益四大驅動力影響下，使得原本分屬不同發展目的、不同應用領域的三大產業-網路服務(電腦)、電話服務(電話機)與有線電視(電視機)，不僅市場快速成長而且產生數位匯流、三網合一大聚合(convergence)，並且朝向無所不在(ubiquitous)的數位化城市邁進，這種演變「寬頻網路」扮演著非常重要的關鍵。
國內ADSL寬頻上網服務最近幾年蓬勃發展，上網人口已趨近飽和，市場產生由量到質的變化，電信固定網路業者目前最重要的二件事就是繼續擴大市場佔有率爭取新顧客的加入以及保留顧客降低顧客流失率。
電信業者以優惠價格搭配實物贈品吸引新顧客，並以提高轉換成本、訂定優惠長期合約保留顧客；但是忍痛削價競爭的結果，利潤空間反遭緊縮，顧客忠誠度也受同業低價競爭影響而動搖；在這種市場激烈競爭環境下，業者為彌補損失，正積極發展數位內容並投資光纖寬頻，希望以更豐富的內容、更高速的頻寬吸引更多顧客與提高顧客營收貢獻度。
本研究以大高雄地區的ADSL寬頻上網顧客為研究對象，調查地區包括高雄縣、市，並採用問卷調查為工具，採取便利抽樣方式進行問卷調查，透過SPSS統計軟體資料分析，探討顧客預期未來利益、顧客整體滿意度與行銷策略對顧客保留的影響及彼此互動程度的相關研究。
研究結果發現：
(一)影響顧客保留的最重要的因素是顧客整體滿意度，其次依序分別是行銷策略與顧客預期未來利益，並經驗證分析得到以下結果：
1.顧客整體滿意度、顧客預期未來利益與行銷策略對於顧客保留均有顯著的正向影響關係。
2.顧客整體滿意度、顧客預期未來利益與行銷策略對於顧客保留顯著的影響程度有強弱差異。
3.行銷策略對於顧客整體滿意度與顧客預期未來利益有顯著的正向影響關係。
4.對於顧客保留影響程度，顧客整體滿意度影響程度大於行銷策略及顧客預期未來利益。
(二)顧客對於預期未來利益有很高的期待。電信業者能滿足下列「顧客預期未來利益」，將會顯著增加正向影響顧客保留的程度。
1.附贈加值服務。
2.提供更多加值服務應用內容。
3.比過去更優惠價格。
4.實現未來自動免費以光纖替換ADSL。

Under the four forces of opening up of domestic telecommunication market, breakthroughs in information and communication technology, changes in consumer demand, and supplier’s race for economic efficiency, industry structures have transformed. What used to be three distinct industries of divergent directions of development – network service (computers), telecommunication (telephones) and cable television (television), are interacting. The market is growing rapidly with combined digital flow of the three industries. Broadband internet played a key role in such transformation.

ADSL broadband internet service has prospered in recent years. As the internet population approach maturity, the market has changed focus from quantity to quality. There are two major challenges to fixed network internet service providers are: To increase market share by attracting more customers to its service base, and retain customers to minimize loss of customers.

Telecommunication service providers attract new customers by offering special prices with gifts, they retain customers by elevating switching cost and long term contracts. But the result of price-cutting competition was erosion of profit margin. Customer loyalty is also swayed by low prices met by competitors. Under such intense competitive environment, service providers are actively developing digital content and making investment in fiber optic broadband to mitigate loss. It is hoped that richer internet content and faster speed broadband can attract more customers and increase customer revenue contribution.

The subject of this study are ADSL broadband internet users in the greater Kaohsiung area, the regions surveyed include Kaohsiung County and Kaohsiung City. A questionnaire was used as the data collection tool. The survey was conducted on a convenient sample. Data was analyzed using SPSS statistical software. The influence of customer’s expected future benefits, overall customer satisfaction and marketing strategies on customer retention were investigated. Furthermore, the interaction effects were also reviewed.
The results of the study are:
I.The most important factor in influencing customer retention is overall customer satisfaction, followed by marketing strategy and customer’s expected future use. Further results are derived from analysis:
1.Overall customer satisfaction, customer’s expected future use and marketing strategy showed significant positive influence on customer retention.
2.The influence of overall customer satisfaction, customer’s expected future use and marketing strategy on customer retention vary in strength.
3.Marketing strategy showed significant positive influence on overall customer satisfaction and customer’s expected future use.
4.With respect to the degree of influence on customer retention, overall customer satisfaction showed greater influence than marketing strategy and customer’s expected future use.
II.Customers exhibit high expectations for future use。 Telecommunication service provider satisfying the following “customer’s expected future use” will significantly enhance customer retention.
1.Provide value-adding services.
2.Provide more value-adding application content.
3.Offer better prices.
4.Exchange fiber optic with ADSL in the future at free of charge

第一章 導論
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 3
第二章 文獻整理
第一節 國內寬頻上網現況分析與未來發展 4
第二節 服務行銷策略 21
第三節 顧客保留 39
第四節 顧客預期未來利益 45
第五節　顧客滿意度 49
第六節 文獻小結和評述 56
第三章 研究方法
第一節 研究架構 60
第二節 資料收集方法 72
第三節 資料分析方法 73
第四章 資料分析
第一節 基本資料分析 84
第二節 基本構面及其因素問項平均數排序分析 99
第三節 個別問項同意程度平均數排序分析 100
第四節 顧客滿意度與顧客保留之關係(H1) 102
第五節 顧客預期未來利益與顧客保留之關係(H2) 103
第六節 服務行銷策略對顧客滿意度之關係(H3a) 104
第七節 服務行銷策略對顧客預期未來利益之關係(H3b) 105
第八節 服務行銷策略對顧客保留之關係(H4) 106
第九節 各構面影響顧客保留綜合分析 107
第五章 結論與建議
第一節 結論 111
第二節 建議 113
第三節 研究限制與未來研究方向 120

參考文獻 121
附錄 134



表目錄
表2-1 寬頻市場服務層次 9
表2-2 有線電視、固網電信寬頻比較表 12
表2-3 寬頻電信市場競爭策略 18
表2-4 家庭用戶連網實際費用與合理期望費用差異表 30
表2-5 服務行銷類型 34
表2-6 擴張的服務行銷組合 37
表2-7 關係行銷與交易行銷觀念差異比較表 38
表2-8 PZB行為意向表 45
表2-9 顧客價值和顧客滿意度的比較 57
表3-1 電信總局ADSL服務品質調查衡量變數表 65
表3-2 前測問卷回收狀況表 68
表3-3 預試問卷修正對照表 69
表3-4 問卷發放區域統計表 73
表3-5 KMO統計量的判斷分數 74
表3-6 服務行銷策略因素分析檢定表 75
表3-7 服務行銷策略衡量變數表 76
表3-8 顧客滿意度衡量變數表 77
表3-9 顧客預期未來利益因素分析檢定表 78
表3-10 顧客預期未來利益衡量變數表 79
表3-11 顧客保留因素分析檢定表 80
表3-12 顧客保留衡量變數表 81
表3-13 信度範圍與涵意 82
表3-14 本研究基本構面 Cronbach α值檢定表 82
表4-1 受訪者性別統計表 84
表4-2 受訪者年齡統計表 85
表4-3 受訪者學歷統計表 85
表4-4 受訪者職業統計表 86
表4-5 受訪者平均每月可支配開銷統計表 87
表4-6 受訪者寬頻上網速率分布統計表 88
表4-7 受訪者每月平均上網費用統計表 89
表4-8 受訪者寬頻上網經歷統計表 90
表4-9 受訪者寬頻上網主要目的統計表 91
表4-10 受訪者每星期平均上網時間統計表 92
表4-11 受訪者可支配開銷與年齡交叉分析表 93
表4-12 受訪者上網經歷與年齡交叉分析表 93
表4-13 受訪者每星期平均上網時間與年齡交叉分析表 94
表4-14 受訪者繳費方式統計表 95
表4-15 受訪者裝機地址統計表 95
表4-16 受訪者使用固網公司統計表 95
表4-17 受訪者使用固網公司與年齡交叉分析統計表 96
表4-18 問項 D3.如果其他電信公司價格更優惠，我會轉移至其他公司
(反向題)與受訪者年齡交叉分析統計表 97
表4-19 受訪者使用二家以上固網公司經驗統計表 97
表4-20 受訪者使用二家以上ISP經驗統計表 98
表4-21 基本構面同意程度平均數及標準統計表差 99
表4-22 個別問項同意程度平均數排序表 100
表4-23 顧客滿意度與顧客保留之關係迴歸分析表 103
表4-24 顧客預期未來利益與顧客保留之關係迴歸分析檢定表 104
表4-25 服務行銷策略與顧客滿意度之關係迴歸分析表 105
表4-26 服務行銷策略與顧客預期未來利益之關係迴歸分析表 106
表4-27 服務行銷策略與顧客保留之關係迴歸分析表 107
表4-28 基本構面影響顧客保留迴歸分析表(依變數：顧客保留) 109

圖目錄

圖2-1 台灣寬頻網路用戶數成長情況 8
圖2-2 寬頻主流市場趨勢 16
圖2-3 電信產品核心概念 26
圖2-4 電信產品整體延伸概念與傳統電信產品概念比較 27
圖2-5 服務行銷三構面 35
圖2-6 服務品質、行為意向及財務結果之關係模式 41
圖2-7 Lemon、White and Winner(2001)的保留決策前瞻模式(The
Forward- Looking Model of the Keep/Drop Decision) 46
圖2-8 美國ACSI模型圖 51
圖2-9 顧客滿意差距 53
圖2-10 顧客滿意度與公司獲利模式 54
圖3-1 本研究架構圖 60

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英文部分
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