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URN etd-0201116-153554 Statistics This thesis had been viewed 722 times. Download 2 times. Author Chen-Wei Chang Author's Email Address No Public. Department Management Business Administration Year 2015 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 57 Title THE IMPACT OF PRODUCT AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALTY--CHUNGHUA TELECOM FTTX + HINET NETWORKS AS AN EXAMPLE Keyword Customer Loyalty Product Quality Service Quality Customer Satisfaction Customer Satisfaction Service Quality Product Quality Customer Loyalty Abstract Customers were more emphasis on product’s quality in the past, with the evolution of the times, the customers turn into focusing on products and service’s quality. In addition to providing good product quality, companies can increase the value for consumers and enhance consumers’ satisfaction and loyalty by providing good services. Chunghwa Telecom Company has been from the monopolist in the past into an oligopoly market now. Facing the more competitive market, it is more important for Chunghwa Telecom Company to change its competitive strategy. Therefore, this study uses Chunghwa Telecom Company as research object.
The research objects of this study is the customers that have use the optical generation network of Chunghwa Telecom Company. This study had send 600 paper questionnaires, and uses electronic-questionnaires in Google form and links on Facebook, 593 valid questionnaires were returned, yielding an approximately 91.2 percent valid response rate. In order to find the best fit model and to test the hypotheses, the empirical data is analyzed by using SPSS 20.0 for Windows and AMOS 21.0 to perform measurement model analysis and Structural Equation Modeling Analysis (SEM). The research results show that the product quality has a positive impact on customer satisfaction and customer loyalty. The service quality has a positive impact on customer satisfaction, and on customer loyalty via customer satisfaction indirectly. Moreover, the customer satisfaction has a positive effect on customer loyalty. Therefore, it is important for Chunghwa Telecom Company to provide a good product and service quality of optical generation network.
Advisor Committee Kun-Huang Yeh - advisor
Lee, Yun-Huei - co-chair
Wu, Chi-Chuan - co-chair
Files Date of Defense 2016-01-21 Date of Submission 2016-02-16