臺灣博碩士論文加值系統

隨著經濟環境的改變，人們的生活型態也跟著改變，消費者也更重視生活品質，消費者願意花更多的錢買優質的享受，由此可知消費者購物時在乎的不只是產品本身，更重要的是享受購物的過程是否會產生愉悅與快樂，而會讓顧客在購物過程中產生愉悅的感受，除了服務品質、產品品質之外另一項就是商店環境。
本研究目的是藉由「越南中原咖啡館」來探討產品品質、服務品質及環境佈置對顧客價值、顧客滿意度及顧客忠誠度之影響。經過問卷調查結果以瞭解消費者對該咖啡館的滿意度，從而提供適當方法來滿足消費者的需求。本研究欲了解受訪者對其咖啡的消費習性、對越南中原咖啡館之認知及對該咖啡館新推出咖啡行銷組合之態度，總計網路問卷發放500份，回收之有效問卷為477份，在各項衡量指標達到標準之後，利用線性結構關係(AMOS)來進行實證分析。根據研究假設和驗證結果，證明產品品質、服務品質、環境佈置對顧客價值、顧客滿意度、顧客忠誠度皆有顯著的影響。本研究以中原咖啡消費者為實證，探討各數變項之關係，並研擬行銷策略提供業界作為參考，期能對其策略之制定有所貢獻。

Following the rapid development of global economy, living manner of human being is also being changed. Consumers pay more attention not only to product quality, service quality but also interior feature of the shop.
In this study tries to fill empirical study’s gap, thus research the effects of product quality, service quality, and interior feature on intention of customer to shop in the future were studied with the case of “Vietnamese Trung-Nguyen coffee” shop market. A questionnaire was used to collect both quantitative and qualitative data from 477 customers. The structural equation modeling AMOSR package was employed to analyze obtained data and the integrations between the aforementioned factors. Initial hypothesis and results revealed that product quality, service quality, and interior feature possessed significant effects on customer value, customer satisfy as well as customer loyalty. With the special case of “Vietnamese Trung-Nguyen coffee” shop, various marketing strategies were proposed.

目錄
中文摘要 i
Abstract iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 研究流程 4
第二章 文獻探討 6
2.1 產品品質 6
2.1.1產品品質的定義 6
2.1.2產品品質的衡量 8
2.2 服務品質 9
2.2.1服務品質的定義 9
2.2.2服務品質的模式 12
2.2.3服務品質的衡量 15
2.3 環境佈置 17
2.3.1 環境佈置定義 17
2.3.2 環境佈置構面與衡量 20
2.4 顧客價值 21
2.4.1 顧客價值的定義 21
2.4.2 顧客價值構面與衡量 23
2.5 顧客滿意度 25
2.5.1 顧客滿意度的定義 25
2.5.2 顧客滿意度的模式 27
2.5.3 顧客滿意度的衡量 28
2.6 顧客忠誠度 30
2.6.1 顧客忠誠度的定義 31
2.6.2 顧客忠誠度的衡量 32
2.7 產品品質、服務品質及環境佈置對於顧客價值與顧客滿意度及忠誠度之關係 33
2.7.1 產品品質與顧客價值之關係 33
2.7.2 服務品質與顧客價值之關係 34
2.7.3環境佈置與顧客價值之關係 34
2.7.4顧客價值與顧客滿意之關係 35
2.7.5 顧客滿意度與顧客忠誠度之關係 36
第三章 研究方法 37
3.1 研究架構與假設 37
3.1.1 概念性架構 37
3.1.2 研究架設 37
3.2 研究變數的操作性定義與衡量 38
3.2.1 產品品質 38
3.2.2 服務品質 38
3.2.3 環境佈置 39
3.2.4 顧客價值 40
3.2.5 顧客滿意 40
3.2.6 顧客忠誠度 41
3.2.7 公司資本資料 41
3.3 施測過程與統計方法 41
3.3.1 研究對象 41
3.3.2施測流程 41
3.3.3 問卷設計 42
3.3.4 問卷抽樣分析 43
3.4 統計方法 44
第四章 資料分析與結果 47
4.1 樣本資料之分析 47
4.1.1問卷發放與回收 47
4.1.2樣本結構分析 47
4.1.3統計資料分析 49
4.2 信度與效度分析 50
4.2.1 信度分析 50
4.2.2 效度分析 50
4.2.3 相關分析 52
4.2.4 整體模式配適度評鑑 52
4.2.5 模式之假說檢定 54
第五章 研究結論與建議 56
5.1 研究結論 56
5.2 研究貢獻與管理意涵 58
5.3 研究限制 58
5.4 未來建議和研究方向 59
參考文獻 62
參考網站 69
附錄一 中文問卷 70
附錄二 越南文問卷 73
附錄三 越南中原咖啡簡介 79

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