本研究的目的為探究行動電信業尊榮服務與顧客滿意度之間的關聯性，調查範圍主要是以行動電信業者-台灣大哥大為研究對象。採抽樣問卷方式蒐集資料，有效回收問卷 168份，分別以變數分析, 因素分析與信度效度分析進行資料的分析與驗證。

本研究結果顯示，消費者對行動電信業者之尊榮服務與顧客滿意度具有正相關，而實際認知之尊榮服務對於顧客滿意度也呈現正相關，顧客滿意度對於顧客忠誠度雖也呈現正相關，但差異性較不顯著，亦即雖然對公司的尊榮服務感覺滿意，但有部份老顧客表示應再提高與一般用戶之差異性或改善目前服務項目，否則不一定會繼續使用該公司之服務。

本研究之結果，對於行動電信業者之經營應會產生某種程度的影響，目前國內行動電信市場十分競爭且呈現飽和狀態，各業者必須藉由提升更高的尊榮服務品質以增加老顧客之滿意度，進而追求更高獲利能力，希望本研究的結果能夠成為企業訂定行銷策略時參考之依據。

The aim of this study is to explore the correlation between VIP service quality and customer satisfaction of the telecom company. The investigation is to use one of the major Taiwanese telecom companies: TaiwanMobile as the research candidate; the study uses convenience sampling questionnaire to collect data. All data compiled from the returned 168 valid questionnaires are analyzed and hypotheses are verified by variable analysis, factor-analysis, and credibility and validity analysis.

The key findings indicate positive correlation between VIP service quality and customer satisfaction, and consumers’perceived service quality and customer satisfaction. Although the same positive correlation also exists between customer satisfaction and customer loyalty, however, the difference is not significant. Some of the customers satisfied with the VIP service quality provided by the telecom company still suggest the more distinguished items and better service quality than normal customer, or they may not continue to use the same telecom company.

The result of this study should exert certain influence on the operation management of Taiwanese telecom company because they are intensely competitive environment in the saturated market situation. The telecom company need to improve its profitability through VIP service quality to achieve better customer satisfaction and higher customer loyalty consistently. Consequently, these findings hope to offer a clear understanding and useful guideline for the telecom firms to apply it when they set their marketing strategy.

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