市場的轉變和科技日新月異，消費者與行動通訊業者之關係已有重大改變，行動通訊業者需致力維護消費者權益，增進良好的品牌知覺，使消費者心中品牌知覺價值、服務品質，進而增進顧客滿意度，已成為行動通訊業者重要的經營策略之一。本研究的目的欲探討品牌知覺、服務品質、與顧客滿意度關係。以行動通訊服務消費者為研究對象，並採用網路Google表單的方式進行問卷調查，回收338份，扣除無效問卷8份，有效問卷為330份，有效問卷回收率97%。問卷回收後，使用SPSS軟體作為統計分析工具，包含敘述統計分析、信度分析、因素分析、獨立樣本T檢定、單因子變異數分析、皮爾森積差相關分析和迴歸分析，行研究假設之驗證。研究結果如下：(1)品牌知覺對服務品質有顯著正向之影響；(2)品牌知覺對顧客滿意度有顯著正向之影響；(3)服務品質對顧客滿意度有顯著正向之影響；(4) 服務品質在品牌知覺及顧客滿意度之間具有中介效果。 With market changes and rapid technological changes, the relationship between consumers and mobile communication companies has undergone major changes. Mobile communication companies need to work hard to protect consumer rights and improve brand perception, so that the value of brand perception and service quality in consumers' hearts can be more refined. Satisfying customers has become one of the important business strategies of mobile communications companies. The purpose of this study is to explore the relationship among brand perception, service quality, and customer satisfaction. Google forms are used to conduct the questionnaire survey, 338 copies are recovered, and invalid questionnaires are deducted 8. There are 330 valid questionnaires and the effective questionnaire recovery rate is 97%. SPSS software was used to conduct statistical analysis and test research hypotheses. Research findings of the study are as follows: (1) brand perception has a significant positive effect on service quality; (2) brand perception has a significant positive effect on customer satisfaction; (3) service quality has a significant positive effect on customer satisfaction impact; (4) service quality has a mediating effect between brand perception and customer satisfaction.
