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研究生:趙志浩
研究生(外文):Chih-Hao Chao
論文名稱:產品品質、服務品質與顧客購後行為關聯之研究-貨幣成本之干擾效果
論文名稱(外文):The Relationships among Product Quality, Service Quality and Customer Post-Purchase-Moderating Effect of Monetary Cost
指導教授:趙沛趙沛引用關係
指導教授(外文):Pei Chao
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:107
中文關鍵詞:貨幣成本技術性服務品質功能性服務品質產品品質購後行為
外文關鍵詞:Monetary CostTechnical Service QualityFunctional Service QualityProduct QualityPost-purchase Behavior
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寵物在我們生活上所扮演的角色已不在是寵物,而是同伴甚至是家人。由於飼養寵物的價值觀改變使得寵物業者的競爭相形激烈,廠商為了取得市場佔有率及顧客佔有率無不提供高品質的產品和服務與競爭對手相抗衡,才能讓顧客再次的光臨。故本研究以顧客價值之功能性價值的觀點做延伸探討。
本研究以寵物產業的消費者為研究對象,旨在探討消費者在交易過程中所獲得之產品與服務所產生的品質價值,並考量其自身的購買成本與購後行為的關聯性。以「貨幣成本」作為本研究的干擾變數,以此建構一套概念化的研究。
但時間成本的問項於在驗證性因素分析中遭到全數刪除,特別獨立一節說明。本研究的分析結果發現,廠商若提供高品質的產品及服務將產生更正面的購後行為。而寵物業者應首要重視產品品質的把關,其次是功能性服務品質和技術性服務品質。另外,不論顧客支出的貨幣成本高或低,在產品品質和功能性服務品質與購後行為間沒有產生干擾影響。有趣的是,支付金額在技術性服務品質和購後行為之間有正向的干擾影響。本研究可以幫助寵物業者了解其產品品質、服務人員的態度及專業知識對購後行為的相對影響力,亦可使廠商站在顧客的角度思考其購買成本的重要性,將能讓寵物業者增加顧客的忠誠度並獲取競爭優勢。
The role of the pet in our daily life, is more than a pet, is our accompany or family. Owing to the value of owning a pet has changed, the competition between the pet companies is getting more and more competitive. In order to assure the market share and the customer share, the pet companier offer high quality products and services, so that they can compete with their competitors, and wish the customers could come their stores contineously. Therefore, we develop and explore our research on the basis of customer value and functional value.
The participants in our research are the customers who own a pet, and our purpose is to explore the quality value that customer gets during the transaction process. We consider the relationship between the buying cost and post-purchase behavior, and we use the “monetary cost” as the moderating variable in our research to construct the conceptual research.
However the questionnaires for the time cost were all deleted after applying the confirmatory factor analysis that we would discuss it specifically in the later chapter. Our research found that if the company offer high quality products and services will result in positive post-purchase behavior. So, the pet company’s owners’ priority should be pay attention on the development of product quality, functional service quality, and technical service quality. In addition, the customer spending money, regardless of the high cost or low, will not moderate the effects of product quality and functional service quality on post-purchase behavior. Interestingly, the spending money has positive moderating effect between technical service quality and post-purchase behavior. Our research could help those pet companier know the impacts that the product quality, service personnel’s attitude and professional knowledge brought to post-purchase behavior. Moreover, it pushes the companier to take customer’s point of view to consider the importance of the buying cost, which will enhance customer loyalty and the competitive advantage.
目錄
中文摘要 i
Abstract ii
誌 謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第貳章 文獻探討 5
第一節 顧客價值 5
第二節 產品品質 12
第三節 服務品質 14
第四節 知覺犧牲 21
第五節 購後行為 25
第六節 假說建立 33
第參章 研究方法與設計 40
第一節 研究架構 40
第二節 研究變數及操作型定義 43
第三節 量化分析與工具 47
第肆章 資料分析與假設驗證 49
第一節 樣本描述 49
第二節 項目分析與主成分分析 55
第三節 研究構面的信效度分析 57
第四節 「時間成本」的題項遭全數刪除 65
第五節 模型假設驗證 66
第伍章 結論與建議 71
第一節 研究結果與發現 71
第二節 管理及行銷意涵 74
第三節 未來研究建議 75
第四節 研究限制 76
附錄一 參考文獻 77
附錄二 正式問卷 92
中文參考文獻:
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2.呂昭金等,2008,「寵物新貴-寵物狗之消費市場研究」,東南科技大學企業管理系論文
3.徐村和,林凌仲,2006,顧客價值為基礎的競爭策略模式-模糊品質機能展開之應用。管理學報。23卷,5期,頁557~579。
4.林士彥,2006,應用品質機能展開法探討溫泉區旅館服務品質之研究,觀光研究學報,12卷,3期,頁 247-272。
5.邱皓政,2002,量化研究與統計分析:SPSS中文視窗版資料分析範例解析,五南,台北。
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參考網站:
1.Packaged Facts , http://www.packagedfacts.com/, Pet Products & Services Market Reports
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