個人化顧客支援服務對顧客忠誠度的影響

Abstract

顧客支援服務在近幾年備受學術界與業界的重視，特別是對一個服務範疇廣闊、服務內容複雜的公司而言，顧客支援服務能有效協助其顧客挑選適合的服務方案，並於售後為顧客解決使用過程中所遭遇的問題，藉此帶給顧客愉快的消費體驗，進而提高他們重複購買的意圖。然而過去在顧客支援服務的研究中，多半都只著重於探討資訊科技的品質，卻忽略了顧客個人情境在服務流程中獲得重視與妥善運用的程度，在這種情況下，我們難以得知顧客支援服務是否真的對顧客有幫助，更遑論其對顧客忠誠度是否有影響。因此在本研究中，我們從個人化的角度來檢視顧客支援服務的流程，期望能找出個人化程度對服務品質與滿意度的影響，進而探討個人化服務與顧客忠誠度之間的關聯性。 本研究以臺灣的電信產業作為研究主題。由於目前臺灣各大電信業者的顧客流動率很高，為了幫助他們留住顧客，勢必得多加著墨於現有的服務，而顧客支援服務正是電信產業中不可或缺的服務之一，因此我們希望本研究能作為電信業者改善該服務的依據，最終為他們打造一群忠實的顧客。

Customer support service has drawn increasing attention from both researchers and practitioners in the recent few years. Especially to a company with broad and complex services, customer support service can effectively help its customers choose suitable plans and solve usage problems at both the pre-purchase and post-purchase stages. In so doing, customers will have better consumption experiences and thereby become more willing to repurchase. However, previous research only focused on IT quality and seemed to neglect the extent to which customers’ personal contexts are emphasized and better leveraged. Under this circumstance, it is difficult to figure out whether customer support service is really helpful to customers, let alone determine its impact on customer loyalty. Therefore, we’ll inspect customer support service from a personalized perspective. We expect to find out the effect of personalization on service quality and satisfaction as well as the relationship between personalized service and customer loyalty. This paper targets the telecom industry in Taiwan. Due to the high churn rate of telecom providers, it is necessary to improve their services in order to retain customers. Since customer support service is an essential part of the telecom industry, we hope providers can refer to our research findings as the improvement of service quality, and ultimately be able to create a loyal customer base.