第五章 結論與建議
第二節 建議
拜科技蓬勃之發展，以及政府開放電信市場之自由化下，消費者可以 用更廉價之費用，享受更高品質、更即時之服務。近年來，網路電話挾著 廉價的費率、清淅的通話品質，讓許多電信業者爭相搶奪網路電話這塊大 餅。本節主要依據研究結果及結論分析，針對滿意度不足之處加以改善，
提出實務管理方面之建議。
一、 對網路電話業者之建議
（一）尋求業者改善服務或屬性評估的衡量項目
本研究利用Marr(1986)的「重視程度－滿意程度座標圖」做為網路電話 業者改善服務或屬性的衡量項目之應用，分別說明如下：
1. 加強改善，提升服務水準
針對消費者重視程度高，但滿意程度並不高的屬性（第二象限之項 目），網路電話業者應立即列入改善服務品質之重點，尋求改善方法，提升 服務水準，以增加顧客使用意願，其項目包含：聲音沒有停滯情況、使用 時不會產生回音、網路電話(機/盒)申辦便宜、顧客服務或申訴機制便利、
顧客回覆/回應快速。
2. 重新分配資源
路電話業者即對此象限之項目過度重視已供過於求，可考量重新分配資 源，其項目包含：通話記錄/帳單查詢功能、訊息 E-mail 收發功能、三方或 多方通話功能、申辦管道便利。
（二）掌握現有與潛在顧客的重視需求
顧客之背景與需求會隨著資訊科技進步，而呈現更多樣化的需求，對 於期望品質之重視程度、顧客整體滿意程度及顧客後續行為之影響程度會 有所差異。業者應確認出現有顧客與潛在顧客群，瞭解現有與潛在顧客之 需求，將存在相似需求的顧客歸類在一起，以區隔出小市場，找出目標市 場有助於制定出滿足各群體顧客需求之市場區隔策略。
（三）提高顧客滿意度與忠誠度
在競爭逐漸白熱化的通訊產業中，留住現存顧客遠比開發一個新顧客 的成本還要低，如何留住現有顧客，唯一的辦法是持續地提高服務品質，
網路電話業者應致力於維持系統連線之穩定性，讓使用者享受清晰、無雜 音之通話品質，加強網路電話保密性與安全性，以及保證使用時不會產生 斷線之情況，以提高顧客整體滿意度。顧客後續之行為，主要受到顧客所 感受到的服務品質、顧客實際滿意度之影響；與顧客維持長期穩定之關係 是企業成功的不二法門。網路電話業者若讓顧客對於業者所提供之服務產 生信賴與依賴感，即可提升顧客滿意度與忠誠度，其首要目標是提升服務 品質、重視潛在之需求。
（四）不同界面之系統整合的問題
目前的網路電話皆是屬於不同界面的系統，使用對象群若是使用不同 的界面，會產生界面無法互通，消費者會因而使用其他網路電話，雖然說 系統整合未必是未來的趨勢，但若要朝向普及化和付費的方式，不同界面 的整合是必須考量到的，無論如何對業者來說，應注意未來普及後，系統 整合上的界面問題。
二、 對消費者之建議
（一）選擇網路電話的考量
透過本研究能夠讓潛在使用者在選擇網路電話網路時，了解最受到好評 的網路電話業者依序排名為Yahoo Messenger、Skype（PChome）、中華電信、
MSN 語音交談。
更進一步清楚地讓消費者了解各項重視屬性的滿意程度，使消費者依本 身的需求進行選擇，也可針對業者所提供之服務進行考量，例如，使用時 的斷線率、聲音是否出現停滯情況或雜音、隱私與安全性（病毒入侵、個 人資料外洩、詐騙案等網路安全問題）、系統連線品質的穩定度。就已使用 網路電話的消費者而言，在享受業者所提供之服務時，應注意網路電話所 帶來的隱私與安全性問題。
（二）不同界面之系統整合的問題
目前的網路電話皆是屬於不同界面的系統，對消費者而言，使用對象 群若是使用不同的界面，會產生界面無法互通，消費者會因而使用其他網 路電話，雖然說系統整合未必是未來的趨勢，但若要朝向普及化和付費的 方式，不同界面的整合是必須考量到的，因此，對於消費者來說，應注意 未來普及後，系統整合上的界面問題。
三、 對後續研究之建議
在後續研究中可藉由不同的滿意度指標衡量，或使用不同統計方法進 行更確切的實證研究結果。而在使用行為的部份，利用人口變數深入探討 網路電話使用行為之間相關的研究分析。
後續的研究發展可朝向下列兩點研：
（一） 未來可針對網路電話的企業用戶，針對企業所對於網路電話的各項 服務品質、滿意度等，進行實證研究，以瞭解企業與消費間對於網 路電話所重視之程度是否存在差異。
（二） 對於網路電話、行動電話、內市電話的消費者市場，消費者對其三 者間之轉換意向與使用行為進行探討，並針對業者所提供的服務品 質與滿意度進行深入瞭解。
參考文獻
學經營管理研究所碩士論文，民89。 Yahoo 奇摩 Messenger 為例，國立中正大學電訊傳播研究所，未發表之碩士論 文，民92。
1. AISP 情報顧問服務網站，http://mic.iii.org.tw/intelligence/。
2. Skype 中文討論區，http://forum.skype.com.tw/。
3. 交通部電信總局，http://www.dgt.gov.tw/，2004。
4. 資策會資訊市場情報中心，http://mic.iii.org.tw/。
5. 遊戲基地，http://www.gamebase.com.tw/。
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