寬帶服務的顧客感知價值 : 新疆的實證研究

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寬帶服務的顧客感知價值 : 新疆的實證研究

 

Author: 高同慶
Gao, Tongqing
Title: 寬帶服務的顧客感知價值 : 新疆的實證研究
Kuan dai fu wu de gu ke gan zhi jia zhi : Xinjiang de shi zheng yan jiu
Customer perceived value for broadband services : an empirical study in Xinjiang
Degree: D.Mgt.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Broadband communication systems -- China -- Xinjiang Uygur Zizhiqu
Department: Graduate School of Business
Pages: xiv, 148 leaves : ill., charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2290969
URI: http://theses.lib.polyu.edu.hk/handle/200/3532
Abstract: In recent years, broadband business has become the strategic focus of telecommunication operators in Mainland China. This research study develops and tests a conceptual model of customer perceived value in broadband services, delineating its antecedents and consequences. Antecedents of perceived value are made up of 'give' factors (customer sacrifice) and 'get' factors (customer benefits). Components of sacrifice include perceived risk and monetary price. Components of benefit include service quality, broadband usefulness, network quality, and corporate reputation. Consequences of perceived value include customer satisfaction and customer loyalty. This study also takes into account users' demographic profile and examines whether different user groups perception on the importance of 'give' and 'get' factors vary. This study found that service quality is the only factor that has a positive and significant effect on perceived value while perceived risk and monetary price both have negative and significant effect on perceived value. The effect of the other factors in the model - broadband usefulness, network quality, and corporate reputation was found to be insignificant on perceived value. However, corporate reputation has positive and significant effect on customer loyalty and monetary price has the opposite effect. Next, customer perceived value affects customer satisfaction and loyalty positively and significantly. Also, customer satisfaction is positively related to loyalty. Findings also showed that gender, age, income, and education of users perceived differently in degree of importance among factors driving perceived value. This thesis has empirically and systemically examined the drivers of customer perceived value. It contributes to customer perceived value literature by extending the approach to telecommunication industry and to the Mainland China market. The study also provides insights to telecommunication service research by adopting a multi-dimensional view on service quality introducing reliability, personal interaction, policy, and problem solving as sub-dimensions. Finally, this study has implications for further research on the relationship between enterprise reputation, customer perceived value, and customer loyalty. This research has important managerial implications for broadband business. Firstly, telecommunication corporations could improve service quality by focusing on reliability, personal interaction, policy, and problem solving. Secondly, in order to increase customer perceived value and customer loyalty, companies could set up more flexible pricing strategies by classifying the broadband market, and should maintain the safety of the broadband. Then, enterprise reputation is essential for broadband corporations to enter a new market,therefore, they should emphasize image and brands. Finally, diversification and characteristic of the broadband service should be a strategy in the new era. This study's limitation lies in its regional nature as the model was tested in Xinjiang.

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