VOIP has become very popular since Skype software was released in 2003. Due to the convenience and lower cost brought by unique P2P technology, Skype enters people¡¦s lives quickly. Skype changes the way people communicate and the way people think about VOIP. In Taiwan, PChome Online Inc. launched Skype business by Co- Branding in 2004. People tend to accept Skype very easily. As individual users became more and more, organizational user noticed this and started to use Skype. In addition to Skype, there are other competitors in Taiwan market like Mackay, APOL, and SaveCom. Taiwan Government opened the 070 VOIP business in 2007, many companies were eager to join this market. It¡¦s predictable that the opening of 070 VOIP will change the whole industry and affect VOIP, Telecommunication and Fixed Network companies a lot.
This research chose VOIP as topic. First, this research analyzed the whole market and VOIP company¡¦s marketing strategy. Then this research used empirical analysis to study customer¡¦s satisfaction, loyalty and purchasing behavior in organizational buyer¡¦s view. The studies focusing on VOIP organizational buyer in Taiwan are rare, so this research reviewed literatures related customer¡¦s satisfaction and loyalty and design scale for VOIP organizational buyer. Finally, this research chose organizational buyers of leading service provider in this market, PChome & Skype and did a questionnaire survey.
The result showed that 60% of Skype business users are located in north of Taiwan. The companies from manufacturing, wholesaling and retailing industries accounted for the mainly. 80% of Skype business users are small companies with less than 100 employees. About customer¡¦s satisfaction, the most satisfying items are ¡§software interface, convenience and channel, and good image.¡¨ The least diverse items are ¡§good image, safe online purchasing and redeeming, and convenience and channel. ¡¨ About the loyalty, each question is between ¡§slightly agree¡¨ and ¡§agree.¡¨ According to the correlation analysis, customer¡¦s satisfaction is positive correlated to customer¡¦s loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0618109-111831 |
| Date | 18 June 2009 |
| Creators | Hsiao, Chin |
| Contributors | Pei-how Huang, Tai-Hwa Chow, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618109-111831 |
| Rights | not_available, Copyright information available at source archive |
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