臺灣博碩士論文加值系統

本研究旨在了解兩岸美容服務業的內部服務品質對員工滿意度及外部服務品質對顧客滿意度之影響，並分析各子構面之間的差異性及相關性，再進一步探討員工滿意度對外部服務品質是否有影響力。在此將所得到的研究結論依序條列如下：
一、兩岸美容服務業雖然在顧客的男女比例上均十分接近，但在結構上有很大差距：臺灣地區顧客年齡層分佈平均、以會員居多；大陸地區顧客年齡層偏低，非會員比會員多。
二、美容服務業的內部服務品質對員工滿意度的影響，只有「政策與程序」、「溝通」兩構面完全成立，「工具」、「管理支援」、「團隊合作」、「目標認同」、「有效訓練」、「獎酬與褒揚」六構面對員工滿意度的影響隨兩岸地域不同而有所分別，亦即部份成立。
三、美容服務業的外部服務品質對顧客滿意度的影響，只有「保證性」、「關懷性」兩構面完全成立，「可靠性」、「有形性」二構面對顧客滿意度的影響隨兩岸地域不同而有所分別，亦即部份成立。

In this paper, the influence of the Internal Service Quality on Employee Satisfaction and External Service Quality on Customer Satisfaction in cross strait Beauty Salon Service is analyzed. The scope is from diversity and relationship in all aspects and to determine the effect of Employee Satisfaction on External Service Quality further. The conclusions are listed as follow:
1、Even though the genders of the customers are very close proportionally in cross strait Beauty Salon Service, the composition is quite different. The customers in Taiwan have a wide distribution in age and most of them prefer membership. In contrary, the customers are younger and the membership is not so popular in Mainland China.
2、The influence of the Internal Service Quality on Employee Satisfaction in Beauty Salon Service can be certified completely only in “Policies and Procedures” and “Communication”. But “Tool”, ”Management Support”, “Teamwork”, “Goal Alignment”, “Effective Training” and “Rewards and Recognition” to the influence of Customer Satisfaction is different by region cross strait and partially identical.
3、The influence of the External Service Quality on Customer Satisfaction in Beauty Salon Service can be certified completely only in only in “Assurance” and “Empathy”. The influence of “Reliability” and “Tangible” on Employee Satisfaction is different by region cross strait and partially identical.

目錄

封面內頁
簽名頁
授權書……………………………………………………………… iii　　　　　　　　　 　 　　　
中文摘要…………………………………………………………… iv
英文摘要…………………………………………………………… v
誌謝………………………………………………………………… vi
目錄………………………………………………………………… vii
圖目錄……………………………………………………………… x
表目錄……………………………………………………………… xi

第一章 緒論
1.1　研究背景與動機…………………………….…………1
1.2　研究目的………………………………….……………5
1.3　研究範圍………………………………….……………6
1.4　研究流程……………..…………...……………………6
第二章 文獻探討
2.1　外部服務品質……………………...……………..……9
2.1.1　品質的定義………………..……..…….…...…9
2.1.2　（外部）服務品質的定義與特性.…….....…11
2.1.3　（外部）服務品質的構面與模式…………..12
2.1.4　（外部）服務品質的衡量…………..………18
2.2　內部服務品質………..…………………………….…20

2.2.1　內部服務品質的定義…………………..……20
2.2.2　內部服務品質的衡量….……………….……23
2.3　員工滿意度…………...…….…………...……………25
2.3.1　員工滿意度的定義………...….……………..25
2.3.2　員工滿意度之理論歸納…………….……….26
2.3.3　員工滿意度之量表………………….……….28
2.4　顧客滿意度……………..……………..…...…………31
2.4.1　顧客滿意度的定義…………………..………31
2.4.2　顧客滿意度的相關理論……….………….…33
2.4.3　顧客滿意度的衡量方式………………..……37
第三章 研究方法
3.1　研究架構……………...………………………………40
3.2　研究推論與假設………………..…………………….41
3.3　研究變項之操作性定義與研究工具……...…………45
3.3.1　內部服務品質…………………………..……45
3.3.2　員工滿意度……………..…………..………..47
3.3.3　外部服務品質…………..……..……………..49
3.3.4　顧客滿意度……………..……………..……..50
3.4　問卷結構與抽樣說明………………..………….……51
3.4.1　問卷結構……………………..…..……..……51
3.4.2　問卷發放與回收狀況………………..………51
3.5　統計分析方法………………..…….…………………52
第四章 資料分析
4.1　基本資料分析………………………..…………….…54
4.1.1　樣本基本資料………………………………..55
4.1.2　問卷描述性統計分析……………..…………60
4.2　問卷信效度分析……………..…………….…………64
4.3　內部服務品質對員工滿意度的影響……..……….…69
4.3.1　相關係數檢定…………………..……………69
4.3.2　迴歸分析…………………..…………………70
4.4　外部服務品質對顧客滿意度的影響……...…………75
4.4.1　相關係數檢定………………..………………75
4.4.2　迴歸分析……………..………………………76
4.5　員工滿意度對外部服務品質的影響……...…………80
4.6　實證結果彙整…………………..…….………………82
第五章 結論與建議
5.1　研究結論…………………………..………….………86
5.2　研究意涵………………………..…………….………87
5.3　研究建議……………………………...………………91
參考文獻……………………………………………………..………96
附錄A.（內部服務品質對員工滿意度研究之問卷-繁體字）…….…..112
附錄A-1.（內部服務品質對員工滿意度研究之問卷-簡體字）…..….115
附錄B.（外部服務品質對顧客滿意度研究之問卷-繁體字）…….…..118
附錄B-1.（外部服務品質對顧客滿意度研究之問卷-簡體字）…..…..120


圖目錄

圖1-1　研究流程圖…………………………………..………………7
圖2-1　服務品質概念性模式（PZB）圖.………..…………..……15
圖2-2　服務品質十項決定要素……………………………………17
圖2-3　服務行銷金三角……………………………………………21
圖2-4　服務利潤鏈…………………………………………………22
圖2-5　Frost and Kumar之內部服務品質模式……………………24
圖3-1　研究架構圖…………………………………………………40
圖4-1　研究架構修正圖……………………………………………85


表目錄

表2-1　品質相關文獻整理…………..……………………………10
表2-2　（外部）服務品質之定義……………………………..…11
表2-3　服務品質構面分類………………………………………..12
表2-4　內部品質構面表…………………………………………..23
表2-5　顧客滿意度理論整理……………………………………..32
表2-6　顧客滿意度相關理論……………………………………..34
表3-1　內部服務品質構面及題項………………………………..47
表3-2　員工滿意度構面及題項………………………….…….…48
表3-3　外部服務品質構面及題項…………………….…….……49
表3-4　顧客滿意度構面及題項……………………….………….51
表3-5　問卷結構說明……………………………………...……….51
表3-6　問卷發放及回收彙整表…………………………………..52
表4-1　美容服務業問卷員工基本資料分析表（Ⅰ）…………..57
表4-2　美容服務業問卷員工基本資料分析表（Ⅱ）…………... .58
表4-3　顧客問卷基本資料分析表………………………………..60
表4-4　內部服務品質量表均質分析………….………………… ..61
表4-5　員工滿意度量表均值分析……………………..…………..62
表4-6　外部服務品質量表均值分析……………………………... .63
表4-7　顧客滿意度量表均質分析………………………….…….. .64
表4-8　信度分析……………………………………….………….. .65
表4-9　內部服務品質問卷信度分析表……………….….………. .65
表4-10員工滿意度問卷信度分析表………...……………………. .66
表4-11　外部服務品質問卷信度分析表…………………………. .67
表4-12　顧客滿意度問卷信度分析表………………….………….. 68
表4-13　內部服務品質對員工滿意度相關分析表………………. .69
表4-14　內部服務品質對員工滿意度迴歸分析表（兩岸合計） 72
表4-15　內部服務品質對員工滿意度迴歸分析表（臺灣地區） 74
表4-16　內部服務品質對員工滿意度迴歸分析表（大陸地區） 74
表4-17　外部服務品質與顧客滿意度各變項相關分析…………. 75
表4-18　外部服務品質對顧客滿意度迴歸分析表（兩岸合計） 77
表4-19　外部服務品質對顧客滿意度迴歸分析表（臺灣地區） 79
表4-20　外部服務品質對顧客滿意度迴歸分析表（大陸地區） 80
表4-21　員工滿意度與外部服務品質相關分析（兩岸合計）…. 81
表4-22　員工滿意度與外部服務品質相關分析（臺灣地區）…. 81
表4-23　員工滿意度與外部服務品質相關分析（大陸地區）…. 82
表4-24　研究結果彙整表……………………………………………. 84
表5-1　 研究假設驗證表……………………………………………. 87
表5-2　 服務品質與滿意度相關研究表………………………….. 89

一、中文部分

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21.鍾燕宜（1986），「我國工作滿足之整合分析」，東海大學企業管理研究所碩士論文。
22.薛朝龍（1997），「服務業關係行銷策略運用程度之研究」，國立中山大學企業管理研究所碩士論文。
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24.闕芝穎（2004），「百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究-以台北市地區為例」，國立東華大學企業管理研究所碩士論文。

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