| 摘要: | 面對日益激烈的競爭環境下，電信運營商均思考著如何提升企業客戶的服務與增進彼此關係，以增加公司營收與獲利。隨著網路科技快速發展及智慧型手機普及化，行動應用程式(Application，簡稱APP)已深入我們的生活。電信業者相繼推出客戶服務行動應用程式，除了可節省客服系統的人力負擔，更重要的是能提供更多元的服務體驗及建構新的產品銷售虛擬通路。
本研究使用整合性科技接受模式(Unified Theory of Acceptance and Use of Technology, UTAUT)及資訊系統成功模式(Informational System Success Model, ISSM)探討顧客對行動客服APP之使用意圖，並分析其與顧客使用意圖、使用者滿意度之關係。
本研究採用書面問卷與網路問卷方式進行調查和研究，透過SPSS統計軟體進行信度分析、相關分析及迴歸分析來印證研究假設，實證分析結果顯示：「整合性科技接受模式」中績效預期、努力預期、社會影響、促進條件；及「資訊系統成功模式」中系統品質、資訊品質、服務品質，皆對行動客服APP「使用意圖」呈正相關，此外，「資訊系統成功模式」中系統品質、資訊品質、服務品質對行動客服APP「使用者滿意度」呈正相關；最後，「使用者滿意度」對「使用意圖」也呈正相關。
Facing progressively more intense competition, telecom carriers think on how to evaluate servicing business customers and optimize the relationship in between, so as to increase revenue and profits. With the rapid development of network technology and popularization of smart phones devices, the mobile APP (Application, referred to as APP) has penetrated into our lives. Telecom service provider has launched customer service mobile APP. In addition to save the human burden of the customer service system, more importantly, it can provide more service experience and construct new virtual channels for product sales.
This study uses Unified Theory of Acceptance and Use of Technology Model (UTAUT) and Informational System Success Model (ISSM) to explore customers' intention to use the telecom customer service APP, and the relationship between intention and user satisfaction is analyzed.
This study uses the questionnaire survey and internet survey by the investigation and study, through the SPSS statistical software for reliability, relevant, and regression analysis to verify the hypothesis, valid questionnaires afer statistical analysis, the empirical analysis results suggest that this study: performance expectations, effort expectations, social influence, and promotion conditions in the "Integrated Technology Acceptance Model"; and system quality, information quality, and service quality in the "Information System Success Model" are positively correlated with the telecom customer service APP behavioral intentions. Moreover, the system quality, information quality, and service quality in the "Information System Success Model" are positively correlated with the telecom customer service APP user satisfaction. Finally, the user satisfaction has positively correlated with behavioral intentions. |
