Title of Thesis¡GService Quality and Customer Satisfaction of ADSL Broadband Network¡GA Case Study of Chunghwa Telecom Total Pages¡G108 Name of Institute¡GGraduate Institute of Information Management National Sun Yat-Sen University Graduate date¡GJune,2002 Advisor¡GChin-fu Ho Name of Student¡GWen-Jong Leu Abstract The open telecom market causes the telecom business to be competitive and obvious and each telecom company invests an amount of cost to gain more customers. As a result of the increase in consumer consensus, most telecom companies are dedicated to create a variety of newer, faster and more stable telecom products and consistently lower the prices. Besides, in order to sustain loyal customers and attract new customers, providing high-quality service becomes the most important strategy. Even though Chunghwa Telecom today has taken a great part in ADSL market, it should think much of customers and make an effort to provide them with good ADSL broadband network products¡Bservice quality and satisfactory service to defend and enlarge the market. This thesis discusses ADSL broadband network, service quality, customer satisfaction and the development of Chunghwa Telecom. The structure of this study is constructed based on the concept to SERVQIAL submitted by three scholars like Parasuraman(PZB) and the research on the users of Chunghwa Telecom ADSL in Kaohsiung area with the analytic tool of SPSS software.The purpose of this study is to discuss the difference between customers expectations and recognition and examine the relevance between service quality factor and customer satisfaction. The Conclusion of This Study: 1. Customers' expectations to ADSL are not compatible with their recognitions because ADSL service is not as good as what they expect. Customers also expressed that the performance of Chunghwa Telecom didn't reach their expectations. 2. The relationships between customers perceived degree of ADSL overall service quality, ADSL service quality factor perceived degree, and overall satisfaction are positively relevant. In other words, customers have more perceived degree of ADSL overall service quality or five factors perceived degree of ADSL service quality, including "Tangibility," "Reliability," "Responsiveness," "Assurance," and "Empathy," then customers are more satisfied with the ADSL overall satisfaction. 3. Based on the variable of population statistics on customers, different ages distinctively have diverse perceived degree of ADSL overall service quality. Furthermore, this result is reflected on the relationship between the ages and ADSL service quality five factors perceived degree. Customers at the age of under 20 and from 20 till 40 have much more different perceived degree of ADSL overall service quality and five factors. 4. Based on the variable of population statistics on customers, only sex difference causes different overall satisfaction with ADSL service. Male customers are more satisfied with the service than female ones. Therefore, telecom companies like Chunghwa Telecom should improve service quality, especially to female customers. Besides, customers with different sexes have different perceived degree of one factor on ADSL service quality, "Responsiveness," but the other four factors have no obvious difference.

To cope with the current increase in both competition and customer requirements, traditional construction enterprises need more efficient methods to manage their relationships with customers. From the recession of Taiwan in recent years¡Atraditional construction industry needing to transform and escalate is no longer a empty verbiage. The construction industry has huge market potential undiscovered. Analyzing the information returned from customers and products, business can provide active and accurate services to the right customers through the right ways at the right time and raise the customers satisfaction. As the importance of CRM pertaining to management of relationships with customers has been recognized, meanwhile, with regard to implementation of the extensive software which involves investment of massive human resources, capital, and time, many critical decisions still need to be concerned. This research aims at extracting relevant factors affecting the adoption process and proposes a convincing framework verified by an empirical case study. Induction is used in the research. The first hand data are gathered through interviewing and circulating the questionnaire. After summing up this information and other relative articles and analyzing them with descriptive statistics, the result is derived and the conclusions are made according to the objective and frame of the study. The conclusions of this research are¡G (1)CRM is very important to the management. (2)Home Renovation should carry out the standard procedure of service to create customer value and to gain competitive advantage. (3) Home Renovation should emphasize on the collecting of the information of customers and looking for the best niche that can generate more profit on house repairing. (4) Customers expect to have professional Home Renovation team to run this market and offer high quality service. (5) The employees on first line play a very important role on building the relationship with the customers. (6) Home Renovation should follow the plan step by step to phase in the CRM. It only works when you really fulfill the plan and correct it timely. Some advice is offered in this research report, such as recommending that the government should build a safety system on all buildings and should make emphasis on the concept of house repairing and diagnosing. Home Renovation should know for sure what benefits that CRM will bring. Basically we can apply this research report to the real practice. When facing virtual problems in business operation, we can turn them in to management problems and then transform them into the themes for research and find out the solutions through scientific ways. Keywords: Customer Relationship Management¡BCustomized Service¡B Customer value¡BCustomer need¡BCustomer satisfaction

In order to gain more profit and be superior to others in an environment full of intense competitions, enterprises nowadays not only have to maintain the original product quality, price, and sale passageways but also need to enhance the service quality, in an attempt to increase customers¡¦ satisfaction degree and faithfulness degree. According to the newly published ISO 9001: 2000 Customer Satisfaction Management Structure, the priority in the operating system of quality management has become customers. As a result, one of a manager¡¦s responsibilities now includes emphasizing customers¡¦ relationship management and utilizing operating strategies, which customers are satisfied. The research, which consists of China Steel Chemical Corporation¡¦s new version of ISO 9001: 2000 Customer Satisfaction Management Structure, results from the collected references and information regarding customers¡¦ satisfaction degree, along with customers¡¦ opinions obtained from thorough meetings. It analyzes certain key factors affecting customers¡¦ satisfaction degree. The research-investigating subject is all the customers, who have purchased or used the products and enjoyed the service of China Steel Chemical Corporation during the time period from April 1st, 2002 to March 31st, 2003. Survey questionnaires are also examined to measure the customers¡¦ satisfaction level, so as to evaluate the entire quality of a series of coal tar products. In the meanwhile, in order to assist China Steel Chemical Corporation to meet the standards of ISO 9001: 2000 Customer Satisfaction Management Structure, procedures, which are deliberately used for estimating the customers¡¦ satisfaction degree index, are also established. The study eventually analyzes the relationship between the total quality of the coal tar products and the customers¡¦ satisfaction degree and the correlation between the customers¡¦ satisfaction degree and faithfulness degree. Following the construction of a scale measurement, the research discovers that the entire quality of the coal tar industry products is composed of the service quality and the original product quality, which includes products, sales, prices, communications, and product deliveries. Accordingly, the higher the entire quality of the products is, the higher the customers¡¦ satisfaction degree becomes. Moreover, the study also finds out that the higher customers¡¦ satisfaction degree significantly indicates the higher customers¡¦ faithfulness degree, for the customers will be more willing to purchase the products again as well as recommend others to buy the products. In addition, after developing the procedures to assess the product quality of the coal tar industry from a variety of aspects, the research reveals that by simply consulting the handy evaluation procedures, a manager will be able to come up with other suitable ways to resolve the customers¡¦ complaints as well as improve the product and service quality. The established system that combines information of the product quality and the customers¡¦ satisfaction degree, can effectively and completely reflect the customers¡¦ feedbacks. Thus, it indeed provides enterprises with valuable references in the process of improving the entire product quality efficiently. ¡iKey Words¡j: coal tar, customers¡¦ satisfaction degree, Customer Satisfaction Management Structure, service quality, customers¡¦ faithfulness degree

Abstract These years, due to the speedy growing up economic in Taiwan, the amount of all kinds of tall buildings increase rapidly; in the meantime, the water and electricity installation of building is getting important day by day, because it is the predominant element which the construction of building¡¦s function condition depends on. How to create good relationship with customers and earn the trust from customers and satisfy the demands of customers by the good interacting between company and clients, turns into a big issue to the water and electricity installation industry. Increasing customer value, raising the customer satisfaction, making customer have loyalty to the company can be keys to be success. Therefore, customer relationship management (CRM) becomes the way, which the water and electricity installation industry should focus on in the future. This research is based on three sounder water and electricity installation industries in Kaohsiung and it is composed by analyzing of case company¡¦s environment, target and characteristics, and then observes the case company¡¦s activities in CRM. According to the result of case interview, this research comes to the following conclusions: 1. Management characteristic of industry environment is the main element to introduce water and electricity installation industry to CRM. 2. If this industry wants to put CRM into practice, most important of all is the one firm¡¦s target customers group. 3. In the way of gaining customer, the credit of water and electricity installation industry becomes the evaluative standard to customer. 4. CRM helps water and electricity installation industry increasing their ability of controlling customer¡¦s activity. 5. Different ways of promoting sales make related activities different. 6. In the way of customer service, water and electricity installation industry can consider developing united customer service by CRM. 7. Related staff must participate in introduction of CRM, managing customer knowledge by sharing inside knowledge makes CRM well control customer¡¦s demand in establishment. At the end, this research provides two suggestions for water and electricity installation industry: First, ensure the target and purpose of management before introducing CRM. Second, introducing CRM cooperate with adjustment of internal working process. KEY WORDS¡GCustomer Relationship Management , Water and electricity installation industry, Customer value, Customer demand, Customer satisfaction.

This study investigates impacts of factors on customer satisfaction of 3rd generation mobile video services. This research used questionnaire survey and found that these five dimensions, ease of use, service quality, information quality, entertaimnet, and fashion, have direct and positive impact on customer satisfaction. The results give some practical suggestions with regard to design and marketing strategies for 3G video service providers.

Investment and wealth management are more important to customers than before. Bankers make the most of the market of wealth management. Relationship marketing plays an important role in this kind of situation. Relationship marketing is also the key factor of bankers¡¦ differentiation. According to literatures, this paper is to study the effect of ¡§the attributes of investor¡Bthe attributes of consultant¡Brelational selling behavior and corporate image¡¨ on the relationship quality. Refer to the paper of Morgan and Hunt (1994), the Key Mediating Variables Model describe that ¡§commitment and trust¡¨ are the key factors of success in the relationship marketing. So this paper adopts the concept of Key Mediating Variables Model, and uses ¡§commitment and trust¡¨ to discover the relationship quality between customers and consultants. This paper also discovers the effect of relationship quality on the customer satisfaction. Study Discovery: The customers¡¦ amount of investment and risk preference are not found to affect relationship quality significant effects. The expertise of the consultant has significant and positive effects on the relationship quality. Contact frequency and disclosure have significant and positive effects on the relationship quality. Corporate image is not found to affect relationship quality significant effects. Relationship quality has significant and positive effects on the customer satisfaction.

The staffs of Sunset Beach Resort have been deliberating the leisure and natural atmosphere as well as elegant dinning and accommodation environment since the opening in 2002. The service quality is our first priority. Since the national depression throughout the country in recent years, however, our management is facing great challenge now. Local customers¡¦ dinning habits also affect our decision making. Therefore, the most important issue of our management strategy is to improve the service quality and fulfill the customer satisfaction in order to increase the numbers of customers and income profit. This research is focusing on the service quality and customer satisfaction within Sunset Beach Resort. The flowing are the purposes of our research including: 1. the surrounding areas and customers¡¦ psychological factors and their influences on service strategy of marketing, 2. understanding of organization management, service strategy of marketing and service management system which significantly affects the service quality, 3. the relationship between service quality and customer satisfaction, 4. improvement of strategy methods which likely improve the service quality and customer satisfaction. Based on the introduction of the current cases, we first analyze the domestic economic environment and how it influences the business condition at Sea View Beach Resort. The design of the research methods is to interview the executives and employees within two weeks and to investigate the present conditions including: 1. organization management, 2. service strategy of marketing, 3. service management system which affects service quality and customer satisfaction. Additional two-week period interview is also applied on the customers of the hotel and restaurant including: 1. location factors: surrounding areas and traffic, 2. customers¡¦ psychological factors, 3. service strategy of marketing: marketing methods, 4. service quality, 5. customer satisfaction, 6. improving methods- customer enjoyment and fairness. The research also includes survey on customers of Sunset Beach Resort. The questionnaires contain two major portions - ¡§customer recognition¡¨ and ¡§basic information¡¨ in order to obtain: 1. location factors: surrounding areas and traffic, 2. service strategy of marketing, 3. service quality, 4. customer satisfaction, 5. improving methods and their mutual influences. The information processing methods comprise: 1. detail analysis, 2. narrative statistics analysis, 3. recurrence analysis, 4. single factor modification analysis. According to the outcome of the research and its mutual relations, the recurrence analysis reveals that location affects the service strategy of marketing; the service strategy of marketing of the hotel and restaurant affects service quality; service strategy and service quality affect customer satisfaction. The modification analysis unveils that customer age, occupation, monthly income, counts of dinning affect marketing method, service quality, and customer satisfaction; customer age, numbers of visit, and reasons of visit also affect the degree of satisfaction toward surrounding traffic. This research concludes some limited information which can be used in further references.

Most studies about customer satisfaction and word-of-mouth communication were discussed how customer satisfaction brought word-of-mouth communication. And to word-of-mouth communication, researches were referring to the motive of word-of-mouth communication, how word-of-mouth communication been measured, or the impact to the customer decision behavior. However, we missed a critical factor that might change the whole story - word-of-mouth cognitive difference. For it is possible that the factor switch a casual loop from a negative loop to a positive one. This study using System Dynamics is adept in dealing with issues like dynamics complexities, casual feedback, time delay, taking the word-of-mouth cognitive difference as a factor in the case model. Moreover, simulate the variety of word-of-mouth cognitive difference in different scenario. The result indicates under the structure of this case, high expected word-of-mouth cognitive makes positive word-of-mouth into negative. That means while a person has higher expected to a word-of-mouth, it might leads him expect higher service satisfaction. Once it failed, the situation turnover. Nevertheless, it should be over concerned the actual simulations are not so conspicuous. The appropriate speaking is under the influence of word-of-mouth cognitive difference, shows the pattern of word-of-mouth cognitive acts on customer satisfaction.

Due to Cable-TV by special permission with high restriction and monopolize that the customers forced to accept without choices. The result of customer satisfaction inquire unable to understand what¡¦s the enterprise real needed and expect of customer. Formerly scholar research of relationship and interaction between customer satisfaction and enterprise by using inquire tools and result for strategy. But, That¡¦s not only one condition to judge the customer satisfaction. Such as channel content, network quality, manner of customer service ¡K etc. The multi condition to judge of customer satisfaction for the enterprise. Because, Every condition has causality of an event or a situation. It¡¦s not easy to explain the complicated with time delay. The system thinking will be solved such as this case In my research. The purpose of research : 1. Using BSC(Balance Score Card) and strategy map for case analysis in my research and find out what¡¦s critical problem in this case. 2. Using SD(System Dynamic) to simulation what is causality between system and customer satisfaction. The simulation result will verify with real system and provide for decision.

The firm In this research is a trading company that has been exploiting and marketing hi-tech materials and equipments since it was founded in 1968. From 1980, the firm has been working on the globalization arrangement and the requirement to expand the company's operation scope. The overseas subsidiaries were established in south-eastern Asia, Hong Kong, and China. In today's growing complexity of global networks of supply chains and hypercompetitive business environments, firms are confronted with the need to manage supply chain activities across functions and between firms. Yet the overseas subsidiaries might not certainly get enough resources and support from their headquarter to conquer the challenges, even though they usually face tough competition and greater customer scale especially in China. The profit center system is the major reason that obstructs the cooperation between the headquarter and the overseas subsidiaries. Some employees of the headquarter just care their own business region, instead of assisting overseas subsidiaries to grow up together, and developing the strategies of the whole business group for the future. The findings show that a firm¡¦s cross-functional orientation (CFO) has positive effect on supply chain management (SCM) performance with empirical evidence. The conclusions are as below¡G 1. The cross-functional orientation (CFO) has remarkably positive effect on customer satisfaction. And the stronger factors that encourage CFO to enhance customer satisfaction are operation linkage and technology integration. 2. The cross-functional orientation (CFO) affects remarkably and positively on supply chain management (SCM) responsiveness. And operation linkage, participative management, and technology integration are stronger factors that encourage CFO to enhance supply chain responsiveness. 3. The supply chain management (SCM) responsiveness has remarkably positive effect on customer satisfaction. 4. The customer satisfaction of the headquarter and overseas subsidiaries influences each other.