消费者生活型态对通讯营运商服务行销策略的影响研究

The Study of Consumer Life Style Condition to Communication System Merchant's Service Market Strategy Influence

本研究引用Plummer(1974)的一般化AIO量表及Likert态度量表,依据Lovelock Christoper H & Wright Lauren(2002)所述服务行销管理8P,设计问卷,搜集资料后,运用结构方程模式(Structural Equation Modeling;SEM)分析探讨消费者生活型态对通讯厂商服务行销策略的影响,研究发现除了嗜新导向对产品构面及广告导向对服务构面的生活型态中占有少许部分负向影响外,其余皆有正向的影响,其中以产品构面中的产品内容为突发事故诉求服务为第一,而在服务构面以不让消费者等候为第一诉求。

Research quote the generalization AIO scale of Plummer (1974), and likert's manner scale. On the basis of service market management's 8P that are stated by Lovelock Christoper H & Wright Lauren (2002) writings. Then design questionnaire, collect data, apply structural equation modeling (SEM) to analyze & probe into the influence of consumer's life style condition to communication system merchant's service marketing strategy. By studying, I find that besides the life style is addicted to the new guidance to the product construction surface & advertisement guidance to service construction surface have a little negativeness, the others are positive. As arise suddenly the accident demand service take the product construction surface in product content for first, But take does not let the consumer in the service construction surface wait for as the first demand.