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The Global ETD Search service is a free service for researchers
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Showing 11 to 13 of 13 (0.016 seconds)| 11 |
互動電視(IPTV)加值服務之滿意度與忠誠度之關係研究：以中華電信MOD「心靈開運網」算命服務為例 / The effect of IPTV value-added service on customer satisfaction and loyalty: The case of Chunghwa Telecom MOD "Superfate" service李宜安 Unknown Date (has links)
中華電信MOD是台灣目前最具規模的互動電視(IPTV)平台，全台已有68萬用戶，除了提供影片隨選（Video on demad）的服務之外，也積極發展其他類型的加值服務，本研究以中華電信MOD之「心靈開運網」算命服務為例，從中探討該服務使用族群的「使用動機」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之間的相互關係，並研究使用動機與服務品質等因子中，何者影響使用族群的滿意度？希望這樣的研究結果日後可提供其他互動電視加值服務開發廠商參考。
本研究經量化研究的統計分析方法與質化研究的深度訪談法，對中華電信MOD加值服務「心靈開運網」算命服務使用族群發放電視問卷，以分析用戶的基本資料與使用行為，同時輔以深度訪談，綜合用戶調查資料、同業建議、MOD平台經營者等各方看法，對本算命服務發現與建議如下：
一.每個年齡層對算命內容的需求有明顯差異，可根據用戶常算的算命分類紀錄，提供客製化的首頁，以方便用戶選擇。
二.從用戶的算命記錄可看出用戶目前的需求，可以針對用戶的需求尋找異業結盟或廣告交換，如理財、婚顧、養生、交友等服務，以提高用戶滿意度。
三.人口統計變項(性別、年齡、教育、職業、收入)對於中華電信MOD加值服務「心靈開運網」之使用動機、服務品質、忠誠度、滿意度，除了學歷之外，並無顯著差異，可能表示不同人口統計變項，對於算命的喜好差異不大。
四.服務品質與滿意度的關連性，較使用動機與滿意度的關連性強，服務品質愈好，滿意度愈高。
五.服務品質對滿意度的影響很大，其中產品可靠度，也就是算命的準確度，將影響整個服務品質構面給用戶的感覺。
六.本算命服務對於個人隱私愈保護，用戶的再度使用意願會愈高，同時算命內容若讓用戶感覺能趨吉避凶，感覺安心，推薦給他人的機會就愈高。
關鍵詞：互動電視、IPTV、MOD、加值服務、心靈開運網、使用動機、資訊來源、服務品質、滿意度、忠誠度、電視問卷 / Abstract
Chunghwa Telecom MOD is the most popular IPTV provider in Taiwan, which now has around 680,000 subscribers. In addition to providing video on demand services, Chunghwa Telecom MOD is also aggressively expanding other value-added-services (VAS). Using Chunghwa Telecom MOD's "Superfate" service as an example, this study tried to examine the relationships between “usage motivation”, “service quality”, “customer satisfaction”, and “customer loyalty”. Furthermore, we tried to investigate which of the following factors (e.g., usage motivation and service quality) has the greatest impact on “customer satisfaction”. We hope that the research outcome could provide some directions for other VAS developers of IPTV industry.
Using both quantitative statistical analysis and qualitative in-depth interviews. We extensively surveyed different consumer groups of Chunghwa Telecom MOD's "Superfate" service in order to understand consumer profile and user behavior. At the same time, we also conducted in-depth interviews Based upon research outcomes from consumer surveys and key industry players interviews, we provide several recommendations to the "Superfate" service as follow:
1.Different age groups have different demands on fortune telling content. To make this service more user-friendly, we should customize the front page according to the record of the customers' most-frequently-visit fortune-telling categories.
2.Based on the usage records of each user, we can easily identify the associated services each customer might need. We can effectively increase customer satisfaction level by forming strategic alliance with other value-added-services, e.g. personal finance, match-making, wedding-planning, and health care related services.
3.Demographic variables (e.g., age, gender, occupation, and income) do not have a significantly different impact on usage motivation, service quality, customer loyalty, and satisfaction. Educational level is the exception. Our results imply that demographic differences do not significantly influence customers' preference on fortune-telling.
4.Service quality has a stronger influence on satisfaction level than usage motivation. The better the service quality, the more satisfied the users are.
5.Service quality has a strong influence on the level of customer satisfaction. Moreover, the reliability of the service, or the accuracy of the fortune-telling result, can greatly impact customers' perception of service quality.
6.Users are more willing to reuse this service when they feel their privacy is protected. Meanwhile, the user is more willing to recommend this service to others when they feel the fortune-telling results could help them approach the positive luck and avoid the negative fate.
Keywords：Multimedia On Demand(MOD)、IPTV、value-added-services、Superfate、usage motivation、service quality、customer satisfaction、customer loyalty、TV questionnaire survey
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活動服務品質、體驗行銷與顧客滿意度、顧客忠誠度關係研究－以慈濟靜思書軒心靈講座為例 / The study of the service quality, experiential marketing, customer satisfaction, and customer loyalty–a case study of Jing Si Books & Café李佩玲 Unknown Date (has links)
本文探討「慈濟靜思書軒心靈講座」活動，透過不同的服務品質與體驗行銷，獲得民眾對靜思書軒的滿意度，進而提升對慈濟與靜思書軒之忠誠度。本研究質化與量化方法同時進行,提出對提升「慈濟靜思書軒心靈講座」活動之行銷策略與改善建議。質性調查採用深度訪談法，蒐集心靈講座活動之主管、員工與顧客對講座舉辦概況、滿意度與整體評價等進行瞭解，提出對心靈講座未來舉辦活動之策略與建議。量化部分則透過靜思書軒19門店之協助，針對參與心靈講座之民眾進行問卷填寫與資料蒐集。本研究問卷調查採用隨機抽樣法，針對發放期間有舉辦的14間門市進行問卷發放。共發放420份問卷，有效問卷為300份。發放時間為2011年8月1日至9月30日。本文研究目的包括：
1.探討「活動服務品質」及「體驗行銷」與「顧客滿意度」、「顧客忠誠度」之意涵。
2.檢定「活動服務品質」及「體驗行銷」與「顧客滿意度」「顧客忠誠度」等構面之關係。
3.「人口統計變項」對「活動服務品質」、「體驗行銷」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。
依據本研究所獲得的結果，受訪者以女性、年齡以45歲~54歲以上、職業家管、薪水在40,001~50,000、居住地區則在台北市最多。服務品質對顧客滿意度有顯著影響、體驗行銷對顧客滿意度有顯著影響、顧客滿意度對顧客忠誠度有顯著影響。本研究依其問卷與訪談結論，建議靜思書軒應事前規畫每場服務人員的比例與配置，會場的佈置、民眾活動的動線與活動行程，加強情感部分與促使會眾參與度提升，提供客製化之講座，提高會眾參與度及擴大目標市場與增加客源，達到「淨化人心」的目標。 / This paper discusses the activities of “Mind Talk” held in Jing Si Books & Café, through various service quality and experiential marketing to increase the satisfy and customer loyalty in Jing Si Books & Café and expect to enhance and modify the activities of “Mind Talk”. In this study, qualitative and quantitive methods are used at the same time. 420 questionnaires were collected from 14 Jing Si Books & Cafés, and 300 questionnaires are valid. The samples are selected randomly from August 1st to Novernment 30th, 2011. The purposes of this study are included:
1.To discuss the meanings of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”.
2.To examine the dimensions of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”.
3.To test the significances on “demographic variables”, “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”.
Based on the results, the most respondents were female, ages from 45 to 54, housewives, wages between 40,001 and 50,000, and living areas are in Taipei city. Service quality has a significant impact on customer satisfaction and experiential marketing has impacted on customer satisfaction and customer loytalty. According to the conclusions, Jing Si Books & Café need to plan the preoportionof each service and configurations, organize the activities of the moving line and travel activities before each activity of “Mind Talk” are important. Strengthening the emotional to increase the participation and customized seminars will expand the target market and expect to achieve “Cleaning hearts” as the final target.
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論胡塞爾現象學之主體性悖論 / ON PARADOX OF SUBJECTIVITY IN HUSSERL’S PHENOMENOLOGY江偉峰, Chiang,Wei-Feng Unknown Date (has links)
主體性，是作為相對於客體性而言之主觀存在，且同時是作為在客體性中的客觀存在。如此一種普遍地可能存在於一切認識活動中的雙重存在狀態，正是所謂的「主體性的悖論」。而根據胡塞爾現象學式的沈思回溯考察，這樣一種可能的悖論形態之形成的原因，無非就出於主體多少偏執「客觀存在性先行存在」作為認識活動的理所當然性的前提之故。因為此種由主體對客體性存在與否具有著強烈興趣而產生出的偏執，總是讓主體在對「客觀存在性如何先行存在」此一問題少有深思的情形下，或是有所盲目或是有所扭曲地將自身多少誤解為關聯於客體而共同存在於客體性之中，且同時還多少將此種主體-客體的關聯當作兩者間具有某種平行類比意義的根據，甚而多少誤解主體是客體的類比存在性且可來自於對客體的存在性進行抽象而得之補充抽象的東西。如此一來，不僅主體固有的本質存在方式多少被化約遮蔽地客體化了，客體作為主觀的被給予東西的意義也多少被片面地簡化了，甚至還有那種由最深刻的不可理解的悖論危險性，所帶來之「客觀存在性如何能被主觀地認識」此一非比尋常的認識活動/知識（真理）之謎。而根據胡塞爾現象學式的沈思回溯考察，唯有通過徹底的「懸擱」來全面克制對客體性存在與否的強烈興趣，主體的目光才能完全解除指向客觀存在性的束縛，而以自由的反思活動來真正深入自身的主觀存在性之中，「無悖論地」揭示出自身「如何」以固有的本質存在方式主觀地認識到一切作為客觀存在性之主觀被給予的「事物本身」。
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