臺灣博碩士論文加值系統

本研究以1998年歐洲顧客滿意指標工業委員會 (ECSI Technical Committee) 提出之ECSI (European Customer Satisfaction Index) 模式，作為本研究之概念性架構，以台灣工具機員工及其國內顧客對於企業形象、顧客期望、產品品質、服務品質與感受價值，來驗證此模式中顧客滿意及顧客忠誠間之假說及相互關係。本研究以中部某一工具機廠之員工及其國內顧客為樣本施以問卷調查，來驗證此模式。
本研究之研究目的如下：
1.探討該工具機廠之內部員工及其國內顧客，在企業形象、顧客期望、產品品質、服務品質、感受價值、顧客滿意以及顧客忠誠等七項構面之看法上是否具有顯著的差異性。
2.探討各構面對顧客滿意以及顧客忠誠是否具有顯著的相關性。
3.以台灣某一工具機廠之員工及其國內顧客在各研究構面之看法，來驗證ECSI之模式。
依據本研究之概念性架構、假說及目的，透過因素與信度分析、MANOVA與獨立樣本t檢定、Pearson相關係數檢定、路徑分析與逐步多元迴歸分析，本研究之實證發現如下：
1.內部員工與其國內顧客在感受價值與顧客忠誠的看法上，具有顯著的差異性。
2.因子構面 (企業形象、顧客期望、產品品質、服務品質以及感受價值) 與模式中之顧客滿意及顧客忠誠之兩兩構面間，均呈現顯著相關性。
3.企業形象、顧客期望、產品品質、服務品質以及感受價值等五個構面，對於顧客滿意與顧客忠誠，均具有顯著的影響性。
4.服務品質對顧客滿意最具解釋能力。
5.顧客滿意對顧客忠誠最具解釋能力。

The conceptual framework of this study is based on the ECSI (European Customer Satisfaction Index) model from ECSI technical committee in 1998. This study would like to use ECSI model to test and verify the hypotheses and relationships among the point of view on customer satisfaction, customer loyalty, corporation image, customer expectations, product quality, service quality and perceived value in one machine tool manufacturer and its domestic customers.
The objectives of this study are as follows:
1.Investigating whether the manufacturer and its domestic customers have significant differences in view of corporation image, customer expectations, product quality, service quality, perceived value, customer satisfaction and customer loyalty.
2.Investigating whether customer satisfaction and customer loyalty have significant correlation with other dimensions of this study.
3.To test and verify the ECSI model by the points of view of one machine tool manufacturer and its domestic customers in Taiwan.
According to the conceptual framework, hypotheses and objectives, by way of factor analysis, validity and reliability analysis, multivariate analysis of variance and independent-samples t test, Pearson correlation coefficient test, path analysis and stepwise regression analysis, the major findings of this study are as follows:
1.There are significant differences on the points of view of perceived value and customer loyalty for the manufacturer from those of its domestic customers.
2.Customer satisfaction and loyalty have significant correlation with other dimensions of this study.
3.Corporation image, customer expectations, product quality, service quality and perceived value have significant effectiveness to customer satisfaction and customer loyalty.
4.Service quality has the most interpretation power to customer satisfaction.
5.Customer satisfaction has the most interpretation power to customer loyalty.

摘要 I
Abstract III
誌謝 V
目錄 VI
圖目錄 VIII
表目錄 IX

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第四節 論文架構 7
第二章 文獻探討 8
第一節 企業形象 8
第二節 顧客期望 10
第三節 產品品質 13
第四節 服務品質 16
第五節 感受價值 22
第六節 顧客滿意 25
第七節 顧客忠誠 30

第三章 研究方法 32
第一節 研究架構 32
第二節 各構面之操作性定義 33
第三節 研究假說 36
第四節 研究步驟 37
第五節 問卷設計 38
第六節 資料分析方法 40
第四章 實證分析 45
第一節 回收樣本結構 45
第二節 因素與信度分析 50
第三節 各構面之因素內容 54
第四節 MANOVA與獨立樣本t檢定分析 56
第五節 Pearson相關係數檢定 58
第六節 路徑分析與逐步多元迴歸分析 61
第七節 研究假說之驗證結果 67
第五章 結論與建議 69
第一節 研究結論 69
第二節 研究貢獻 71
第三節 後續研究與建議 72
參考文獻 73
附錄-研究問卷 81
個人簡歷 85

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4.邱皓政，結構方程模式-LISREL的理論、技術與應用，雙業書廊有限公司，台北 (2004)。

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三、 網頁部分
1.2003 World Machine Tool Output and Consumption Survey，http://www.gardnerweb.com/consump/survey.html
2.工具機發展基金會，http://www.tmtf.org.tw/
3.國際貿易局，http://www.trade.gov.tw/
4.國際顧客導向機構 (International Foundation for Customer Focus)，ECSI Pilot，http://www.ifcf.org/ecsiPilot.asp
5.經濟部工業局，http://www.moea.gov.tw/
6.經濟與產業研究機構 (The Foundation for Economic and Industrial Research)，ECSI，http://202.121.129.66/transcend/www.iobe.gr/ecsi.htm
7.劉建勛，顧客服務部未來的服務趨勢-M化，http://www.or.com.tw/MZ/down_mz_7/down_mz_7-55.htm