建議

本研究模型以多位學者之理論架構而成，並建立研究假設，結果證實了以行 動加值服務而言，顧客導向與服務創新、服務創新與服務品質、服務創新與顧客 滿意度皆是正面影響，顧客導向與滿意度則未有明顯的關連性。

建議如下：

一、本研究針對國內使用行動加值服務之一般民眾，發放網路問卷，但回收 後資料顯示，大部分的抽樣對象為25歲以下之民眾，這有可能是因為使用網路之 民眾年齡可能有存在年齡較低之趨勢，建議後續研究者針對樣本的採取方式調 整，使得樣本資料更能夠客觀的體現事實。

二、行動加值服務上顧客導向對於服務創新上之建議：對於加值服務內容與 消費者本身的需求應做更詳盡的討論與溝通，以確認顧客真正的需求，減少認知 上的差異，同時間也讓顧客感受到企業對於顧客的重視程度；以及不斷的自我發 展新的服務以迎合消費者的需求，再者，力求提供更好的服務方式服務消費者。

三、行動加值服務上服務創新與服務品質上之建議：企業應確保資料的安全 性與個人隱私，在服務執行與生效上速度越高越好，使消費者認同並信賴企業所 提供的加值服務。

四、行動加值服務上的服務品質與顧客滿意度之建議：透過與消費者的溝通 外，在服務費用與使用服務方式等詳細資料應有更好且清楚的說明，減少認知上 的差異，促使消費者的期待與使用服務後之感受落差減小以增進滿意度。

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附錄

在文檔中 探討顧客導向與服務創新對顧客滿意度 研究-以行動電話加值服務為例 (頁 61-73)