因應全球電信自由化的趨勢潮流，台灣交通部採三個階段循序推動電信市場之開放，由以往過去中華電信獨家經營的獨占市場局面，轉變為競爭激烈的紅海戰場。台灣電信業者自103年5月起提供4G服務以來，4G用戶數於105年3月達1345.63萬戶，中華電信約520.72萬戶，市佔率38.70%(排名第一)。本研究動機為中華電信是否仍能持續保有4G市占率的龍頭寶座?
本研究以高雄地區之中華電信行動電話用戶且有使用過4G行動上網經驗的顧客作為研究對象，研究架構應用服務行銷組合7P構面，與Parasuraman et al. (1985)提出「服務品質缺口模型」中的缺口五，分析顧客事前期望的服務水準(E：Expectation)，與事後實際感受到的服務滿意度(P：Perception)，及兩者間的差距(P-E)，探討行動上網服務品質、顧客滿意度與忠誠度之研究。本研究實證結論如下：
一、 顧客期望較高的服務行銷組合構面：人員、產品、通路
二、 顧客滿意度較高的服務行銷組合構面：實體證據、人員、通路；滿意度較低的構面：促銷、價格
三、 顧客整體滿意度(P-E)差距較小的服務行銷組合構面：實體證據、人員、通路；差距較大的構面：促銷、價格、產品
四、 既有中華電信4G用戶的忠誠度整體平均數為3.43
五、 不同人口統計變數的顧客群組間的整體滿意度(P-E)，皆無顯著性差異。
六、 不同人口統計變數的顧客群組間的忠誠度，除了職業群組的其他與商之間有顯著性差異，其他皆無顯著性差異。
七、 「顧客滿意度」(P)與忠誠度有高度線性相關、顯著正向影響；然而，「顧客整體滿意度」(P-E)與忠誠度間，彼此間部分有線性關係，但整體而言卻無顯著正向影響

In response to the global trends in telecommunication liberalization trend, Taiwan's Ministry of Transportation adopted three sequential stages push open the telecommunication market from which Chunghwa Telecom monopolized the market, into the competitive Red Sea battleground.
The telecommunication companies in Taiwan offer mobile phone 4G service since May, 2014. The number of 4G subscribers was 13.4563 million, which Chunghwa Telecom had 5.2072 million and its’ market share was 38.70% (ranked first). The motivation for the research is whether Chunghwa Telecom could still continue to have a leading market share of 4G throne?
The subjects of the research are Chunghwa Telecom's mobile subscribers in Kaohsiung city who have used the mobile phone 4G Internet service. The research infrastructure applies the theoretical framework of service marketing mix 7P, and ‘‘service quality gap model’’ of the gap five which Parasuraman et al (1985) proposed.
The objective of the research is to analyze customer’s expectation before experiencing service(E：Expectation), customer’s satisfaction afterwards(P：Perception), and the gap between customer’s expectation as well as customer satisfaction(P-E), in order to explore the mobile phone internet service quality, customer satisfaction and customer loyalty of the study.
In this research, the empirical results are as follows:
1. Of the service marketing mix facets, customers have higher degree of expectation for people, products, and channel.
2. Of the service marketing mix facets, customers have higher degree of satisfaction with physical evidence, people, and channel. Nevertheless, customers have lower degree of satisfaction with promotion and price.
3. Of the service marketing mix facets, the gap between customer’s expectation and customer satisfaction(P-E) of physical evidence, people, and channel is narrower. Nevertheless, the gap(P-E) of promotion, price, and products is wider.
4. The customer loyalty of Chunghwa Telecom's 4G mobile subscribers rates 3.43.
5. There is no significant difference in the gap between customer’s expectation and customer satisfaction(P-E) among the groups of customers with different demographic variables.
6. There is significant difference in the customer loyalty among the groups of customers with different occupation and others, others have no significant difference.
7. Customer satisfaction and customer loyalty have a high degree of linear correlation, as well as significant positive impact. Nevertheless, the gap between customer’s expectation and customer satisfaction(P-E) as well as customer loyalty have partial linear correlation, but there is no significant positive impact Overall.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 vi
圖　次 viii
表　次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究範圍 7
第二章 文獻探討 8
第一節 服務品質 8
第二節 顧客滿意度 17
第三節 顧客忠誠度 21
第四節 服務品質、顧客滿意度與顧客忠誠度的關係 24
第五節 服務行銷組合7P 27
第六節 小結與評述 29
第三章 研究方法 31
第一節 研究架構 31
第二節 抽樣設計 33
第三節 問卷設計 34
第四節 資料分析方法 38
第四章 實證資料分析 39
第一節 問卷信度與效度分析 39
第二節 有效樣本特徵分析 42
第三節 顧客期望的服務水準 45
第四節 顧客實際感受的服務滿意度 49
第五節 顧客整體滿意度 53
第六節 顧客忠誠度 66
第七節 顧客整體滿意度與顧客忠誠度關係探討 73
第五章 結論與建議 77
第一節 結論 77
第二節 建議 80
第三節 管理意涵 82
第四節 研究限制與未來研究方向 84
參考文獻 85
附錄 91

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