第五章 結論與建議
第二節 建議
本研究將建議分成「TCSI 模式中影響顧客滿意度之各構面」及「予電信業 者之建議」兩部分，分述如下。首先針對TCSI 模式中影響顧客滿意度之各構面，
建議如下：
1. 針對形象，其衡量項目包括「整體形象｣、「過去的體驗｣、「口碑｣與「善盡 對社會、社區、股東與員工等的責任｣四者。研究樣本資料顯示以「整體形 象｣解釋力最強，「口碑｣解釋力最弱，顯示電信業者應維持整體形象的提升。
並從樣本之線性關係模式中顯見，在受訪的樣本中，受「形象｣--潛在外生 變項影響之潛在內生變項包括「顧客期望｣、「顧客滿意｣與「顧客忠誠｣，其 中對「顧客期望｣影響最大，此結果可與原始TCSI 模式參考 PZB 缺口理論 中影響顧客期望的三個因子中的口碑、過去經驗與個人需求得以驗證。台灣 電信業過往為一獨占市場，目前雖已開放，但消費者較易受到過去經驗或口 碑的影響，其過去經驗之感受將影響消費者期望。建議業者兼顧行銷與消費 者服務精神思考消費者偏好推出使消費者效用極大化之行銷方案，並從便利 的角度設計不同族群的各項顧客服務，建立緊密的客戶關係，進而鞏固消費 者忠誠度。
2. 針對認知價值，研究結果顯示以「與其它電信服務業者評價比較｣較具說明 性，可推論研究樣本較受到競爭者間相互比較結果影響，目前國內共有六大 電信服務業者主要大都以提供行動通話為主要項目，各業者在費率或族群的 定位與區隔策略上強調其價值。
3. 針對認知品質部份， TCSI 模式中針對認知品質構面之觀察變項包括「整體 評價｣、「對服務人員的感受｣、「對門號、手機與費率搭配的的評價｣「對服 務內容評價」「對服務環境的評價」、「可靠度評價」與「實際感受」六者。
由研究資料顯示，以「整體評價｣、「對服務內容評價｣「實際感受」與解釋 力較強，自1996 年政府開放行動電話市場，主管機關戮力促進市場競爭，
故五年來行動電信市場已達充分競爭，為因應市場競爭機制，電信業者五年 來累積調降行動電信資費降幅近24%。業者為爭取客戶，除了紛紛提出各項 優惠方案，更加強服務品質、加值服務及通信品質等多面向之消費者權益，
只有市場充分競爭才能保障消費者權益。提升整體品質評價。
4. 針對顧客忠誠構面之衡量變項包括「繼續使用的可能性｣、「繼續使用其他相 關產品/服務的可能性｣與「推薦產品的可能性｣三者。研究資料顯示，以「推 薦產品的可能性｣解釋最好。顧客忠誠對於企業生存和發展的經濟學意義是 非常重要的：獲得新顧客需要付出成本，特別在現階段電信業服務飽和的市 場態勢下，加上政府祭出行動號碼可攜服務後，這種成本將會越來越昂貴。
本研究對象為學生族群，忠誠的顧客成為“傳道者”，努力向其他人推薦企業 的服務，並願意為其所接受的服務支付較高的價格。建議電信業者提高整體 服務品質提高顧客滿意度，整體滿意度與再購買意願及推薦意願意亦呈正向 關係，因此各家電信業者應發展所合適之行銷策略，提升顧客滿意度，使顧 客忠誠度增加，提高市場競爭力。
針對電信業者，本研究建議如下：
1. 本研究針對六家電信業者之大專以上有使用行動電話的在學生作探討，在涵 蓋範圍上，仍屬有限。後續研究可擴大調查對象，使行動電信服務業者擬定 行銷策略時，有更周詳的參考依據。
2. 建議業者可蒐集較長時間資料，例如一季一次、半年一次之調查研究或針對 相同對象，進行長期調查，以作顧客滿意度變動之比較，進而洞悉顧客需求 之改變。
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