本研究探討服務品質、產品品質與產品價格對顧客滿意度之影響，採用問卷調查法，以曾經體驗3G服務之消費者為研究對象，並且利用SPSS統計軟體進行因素分析、信度分析與迴歸分析。研究結果顯示服務品質、產品品質與產品價格對顧客滿意度皆有正向的影響。 本研究建議3G行動通訊業者在服務品質方面可加強服務迅速性、服務人員態度與服務信賴度等項目；產品品質方面可加強產品使用方便性、產品使用安全性與各項功能可靠性等項目；產品價格方面可降低手機與電信收費的價格。 The research conferred with impact of service quality, product quality, and product price on customer satisfaction. Adopted with questionnaire, and the sample are customers of experiencing 3G service. By using SPSS statistics software into “factor analysis”, “reliability analysis” and “regression analysis”. According by the result of the research, all service quality, product quality, and product price have the positive effect on customer satisfaction. The research suggests that 3G mobile communication industry enhances the fast service, attendants' attitude, and service trusted in customers in the service quality aspect, enhances the convenient of using, the security of using, and the trustiness of all functions in the product quality aspect, and debases the price of the cellular phone and the telecommunication charge in the product price aspect.
