行動通信業本質上為顧客導向的服務產業，而服務的無形化、變異性大等特性，更使服務品質難以衡量。因此，了解顧客所需的服務品質及其關鍵因素，以提昇服務品質，滿足顧客需求，留住顧客忠誠，創造利潤，實為行動通訊業經營的重要議題之一。
本研究旨在探討行動通信業者的服務品質，根據Parasuraman et al. (1991)修正後所提出的SERVQUAL衡量表，依行動通信業的服務特性，設計服務品質衡量問卷，透過網頁調查方式，抽樣162份有效問卷，探討顧客及人口統計變數對行動通信業的期望服務品質與使用後的認知服務品質間是否有顯著差異；同時運用重要度-滿意度模式(Importance-Satisfaction model, I-S model)及改善係數(Improvement index, Ii)列出改善順序，以作為改善參考依據。
研究發現，顧客對行動通信業的期望與認知服務品質有顯著差異之假設，5大構面23題題項中，除公司企業形象良好外，餘22項皆有顯著差異，故此假設部份成立。而在人口統計變數對服務品質的期望與認知程度有顯著差異之假設，分析結果顯示在期望品質方面，性別在可靠性有顯著差異，月收入在有形性、反應性、保證性等構面有顯著差異；在認知品質方面，年齡在反應性有顯著差異，居住地則在同理心有顯著差異，故此假設，部份成立。
同時，消費者對行動通信業者的服務品質之期望高於認知程度，顯示行動通信業者受限於內部資源或社會環境之因，導致所提供之服務品質無法完全符合顧客需求。為期有效改善，另以重要度-滿意度模式(Importance-Satisfaction model, I-S model)及改善係數(Improvement index, Ii)列出優先改善項目；分析結果發現，通訊品質為顧客認為最重要但也是最不滿意的項目，茲提供業者改善參考，以期提昇顧客滿意度及顧客忠誠度。

The service of mobile communications is customer-oriented. The service is intangible and filled with large amounts of variable. It causes the difficulty of evaluation on service quality. Therefore, understanding customer requirements and key factors of service to promote service quality, meet customer needs, retain customer loyalty and create profits is one of the important issues in mobile communications.
The study mainly aimed to discuss the service quality of mobile telecommunications industry. According to the revised SERVQUAL measure table proposed by Parasuraman et al. (1991), the service quality questionnaire is designed by service characteristics of mobile telecommunications industry.The total number of the questionnaires was 162. Questionnaires were finished via web survey, discussing the influences on demographic variables and whether there were significant differences between customers’ expectations and their authentic experiences. The Importance-Satisfaction model (I-s Model) and Improvement index (Ii) were also used as references to find out the priority to improve.
Based on the survey consequence, there were significant differences between customers’ expectations and their authentic experiences. There were 22 questions (23 questions of 5 dimensions) showing significant differences except for the good brand image of the enterprises. Therefore, the assumption that customers’ expectations and their authentic experiences was significantly different in terms of service quality was partly tenable. When it comes to the expectations of quality, the results showed significant differences in tangibles (gender), responsiveness and assurance (monthly income); besides, there were also significant differences in responsiveness (age) and empathy (residence) when it comes to quality awareness. Consequently, the assumption is partly tenable.
Moreover, customers’ expectations are always higher than what enterprises can actually provide, which means these enterprises cannot satisfied with what customers’ needs due to internal resources and social environment of the enterprises of mobile telecommunications industry. In order to improve these issues, Importance-Satisfaction model (I-S Model) and Improvement index (Ii) were used to make an improvement project listed in priority. The result shows the mobile network quality is the most important and also the most dissatisfied item for the customers. It could be provided to mobile communications as a reference to improve for promoting customer satisfaction and loyalty.

論文審定書 i
誌謝詞 ii
中文摘要 iii
Abstract iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與限制 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 服務與品質 5
第二節 服務品質 9
第三節 服務品質衡量方法 13
第三章 個案公司簡介 20
第一節 電信產業現況 20
第二節 個案公司簡介 26
第三節 行動通信業的服務品質 31
第四章 研究設計 33
第一節 研究架構 33
第二節 研究變數之操作型定義 34
第三節 問卷設計與內容 35
第四節 資料分析方法 40
第五章 實證分析 42
第一節 敍述性統計分析 42
第二節 信度與效度分析 45
第三節 期望與認知的服務品質分析 46
第四節 變異數分析 58
第五節 服務品質改善指標 61
第六節 研究結果 64
第六章 結論與建議 66
第一節 研究結論 66
第二節 研究建議 68
第三節 管理意涵 69
參考文獻 71
一、中文部份 71
二、英文部份 71
三、網站部份 77
附錄 行動通信業服務品質研究問卷 78

一、中文部份
國家通訊傳播委員會(National Communications Commission , NCC)，2009，通訊績效報告。
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戴久永，1987，品質管理，三民書局出版。

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三、網站部份
公開資訊觀測站 http://mops.twse.com.tw/mops/web/index
資策會FIND，2009，第四季我國行動上網觀測，http://www.find.org.tw/find/home.aspx?page=many&id=252
資策會FIND，2010，第四季我國行動上網觀測，http://www.find.org.tw/find/home.aspx?page=many&id=252
陳羚螢，2010，服務業追求藍海策略維持企業成長，TWCSI台灣服務業聯網http://www.twcsi.org.tw/columnpage/expert/e135.aspx
台灣大哥大官方網站 http://www.taiwanmobile.com/index.html
中華電信官方網站 http://www.cht.com.tw/CompanyCat.php?CatID=273
遠傳電信官方網站 http://www.fetnet.net/cs/Satellite/FETnet/FnHome