臺灣博碩士論文加值系統

台灣行動電話市場日趨飽和，業者面臨激烈的競爭，新客戶的開發日益困難，因此各家業者無不提供更好的服務品質，或利用各種加值服務來提升顧客滿意度以及對產品的知覺價值，以進一步創造忠誠的顧客。過去研究多探討滿意度、知覺價值、服務品質對忠誠度的影響關係，本研究再進一步探討忠誠度對再購意願的影響。
本研究以3G用戶為受試對象，以便利抽樣方式收集資料，資料200份，回收185份，有效問卷為160份，有效回覆率為80%，利用信度分析和迴歸分析的分析方法，所得之重要結論如下：
1.支持假設H1：知覺品質對知覺價值有顯著的正向影響。
2.不支持假設H2：知覺犧牲對知覺價值沒有顯著的負向影響。
3.支持假設H3：知覺價值對顧客滿意度有顯著的正向關係。
4.支持假設H4：顧客滿意度對顧客忠誠度有顯著的正向影響。
5.邊際地支持假設H5：顧客忠誠度對再購買意願有顯著的正向影響。

ABSTRACT

Taiwan mobile phone market becomes more saturated, the industry is facing intense competition, the development of new customers become increasingly difficult as each service provider is therefore to provide a better service quality, a variety of value-added services to enhance customer satisfaction and value perception of products to further the creation of customer loyalty. Basing on the past research focusing on the relationship between satisfaction, value perception, service quality loyalty, this study further explores the impact of loyalty on repeated purchase intention.
In this study, we choose 3G users as subject. We sent out 200 copies of questionnaires to the customers of the four service providers. 180 responded, a 80% effective response. We use SPSS 14.0 statistical soft package to do regression analysis, The conclusions are as follows:
1.Perceived quality has a significantly positive impact on perceived value.
H1 is supported.
2.Perceived sacrifice has a significantly negative impact on perceived quality.
H2 is not supported.
3.Perceived value has a significantly positive impact on customer satisfaction.
H3 is supported.
4.Customer satisfaction has a significantly positive impact on customer loyalty.
H4 is supported.
5.Customer loyalty has a significantly positive impact on repeated purchase intention H5 is supported.

Key words: Perceived Quality, Perceived Sacrifice, Perceived Value, Customer Satisfaction, Customer loyalty and Repeated Purchase Intention

目錄
頁次
摘要i
ABSTRACTiii
致謝辭v
目錄vi
表目錄viii
圖目錄ix
第一章 前言1
第一節　研究背景與動機1
第二節 研究目的2
第三節 研究對象與範圍2
第四節　研究流程3
第二章 文獻探討4
第一節 知覺品質4
第二節　知覺犧牲5
第三節　知覺價值5
第四節　顧客滿意度8
第五節　顧客忠誠度11
第六節　再購意願 14
第三章　研究方法15
第一節　研究架構15
第二節 研究假設16
第三節　研究變數定義、衡量18
第四節 資料分析方法20
第四章　資料分析與討論22
第一節　樣本結構分析22
第二節　信度分析.24
第三節　相關分析.28
第四節　簡單迴歸分析30
第五章　結論與建議33
第一節　結論33
第二節　建議33
參考文獻36
附錄40

參考文獻
杜明南，建築業服務品質、服務價值、知覺犧牲、滿意度與顧客行為意向之相關性
研究－以台南地區為例，國立成功大學在職專班研究所碩士論文，2005。
邱皓政，量化研究與統計分析方法，五南圖書，2004。
吳統雄，電話調查：理論與方法第二版，聯經出版社，1990。
孫志敏，電業服務品與顧客滿意度之探討－以台電公司科學園區用戶為例，國立中山大學企業管理學系研究所碩士論文，2007。
孫明源，服務品質、服務價值、滿意度與顧客行為意向之相關性之研究－以固網寬
頻上網服務為例，國立成功大學電信管理研究所碩士論文，2003。
黃柏彰，廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究-以行動通訊產業為例，國立成功大學交通管理科學研究所碩士論文，2003。
張�琚A第三代無線行動通訊產品市場與未來發展之研究，大葉大學事業經營研究所碩士論 文，2003。
溫淑戀，行動電話顧客滿意度與忠誠度關聯之研究 以大台北高中(職)生為例，大同大學事業經營研究所碩士論文，2003。
蔣政良 知覺價值顧客滿意度與顧客忠誠度之相關研究－以國內五大車廠為例
朝陽科技大學企業管理系研究所碩士論文，2007。

BIBLIOGAPHY

Aaker, D. A. “Building Strong Brands, Brandweek 36, New York.”, no.37 (October 1991): 28-32.

Bhote, K. R. “Beyond Customer Satisfaction to Customer Loyalty—The Key To Greater Profitability.” American Management Association, New York (1996).

Bhuian, S. N. “Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K. and France.” Journal of Quality Management 2, no.2 (1997): 217-235.

Bolton, R. N. and J. H. Drew.“A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes.”Journal of Marketing, no.55 (1991a): 1-9.

Bolton, R. N. and J. H. Drew.“A Multistage Model of Consumers Assessments of Service Quality and Value.” Journal of Consumer Research, no.17 (1991b): 375-384.

Brown, G. H. “Brand Loyalty —Fact or Fiction”Advertising Age, no. 23 (1952): 53-55.

Cardozo, R. N. “An Experimental Study of Customer Effort, Expectation and Satisfaction.”Journal of Marketing Research, no. 2(1965): 244-249.

Chapman, J. and R. Wahlers. “A Revision and Empirical Test of the Extended Price-perceived Quality Model.” Journal of Marketing Theory and Practice (1999): 53-64.

Dodds, W. B., K. B. Monroe, and D. Grewal. “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research, no.3 (August 1985): 307-319.

Festinger, L. “A Theory of Cognitive Dissonance. Stanford, CA: Stanford University Press (1957).

Fornell, C. A.“National Customer Satisfaction Barometer—The Swedish Experience.” Journal of Marketing no.55 (January 1992): 1-22.

Garvin, D. A.“Quality on the Line.” Harvard Business Review 61(September-October 1983) : 65-75.

Hellier, P. K., G. M. Geursen., R. A. Carr., and J. A. Rickard. “Customer Repurchase Intention: A General Structural Equation Model.” European Journal of Marketing no.37 (2003): 1762-1763.

Hempel, D. J. Customer Satisfaction with the Home Buying Process. Conceptualization and Measurement, MA: Marketing Science Institute 1977.

Hovland, C. I., O. J. Harvery, and M. S.“Assimilation and Contract Effects in Reactions to Communication and Attitude Change.”Journal of Abnormal and Social Psychology 55 (July 1957): 244-252.


Huppertz, J. W., S. J. Arenson, and R. W. Evans. “An Application of Equity Theory to Buyer-Seller Exchange Situations.” Journal of Marketing Research (1978): 250-260.

Jones, T. O. and W. E. Sasser Jr. “Why Satisfied Customers Defect.”Harvard Business Review (1995): 88-99.

Kotler, P. “Marketing Places Europe, Financial Times .”1994.

Kotler, P.“Marketing Management.”10th ed, New Jersey: Prentice Hall, 1999.

Lovelock, C. H. Services Marketing, Third Edition, London: Pretice-Hall International. 1996.

Monroe, K. B. and R. Krishnan. The Effect of Price on Subjective Product Evaluations, in Perceived Quality, J. Jacoby and J. Olson. Eds., Lexington, MA :Lexington Books .(1985) : 209-232.

Monroe, K. B. Pricing Marketing Profitable Decision. New York: Mcgrqw-Hill, 1990.

Oliver, R. L. A “Cognitibe Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research no.17(1980): 21-28.


Oliver, R. L. Satisfaction –A Behavioral Perspective On the Consumer. McGraw-Hill Companies, Inc., 1997.


Parasuraman, A., V. A. Zeithaml and L. L. Berry. Alternatives Scales for Measuring Service Quality. A Comparative Assessment Based on Psychometric and Diagnostic Criteria.” Journal of Marketing no.70 (1994): 201-230.

Reichheld, F. F. “Learning from Customer Defections.” Haward Business Review, no.74 (1993): 105-111.

Slater, S. F. and J. C. Narver. “Intelligence Generation and Superior Customer Value.” Journal of the Academy of Marketing Science 28, no.1 (2000): 120-128.

Sweeney, J. C., G. N. Soutar, and L.W. Johnson. “The Role of Perceived Risk in the Quality-value Relationship: A Study in a Retail Environment.” Journal of Retailing 75, no. 1 (2000): 77-105.

Taylor, S. A. and T. L. Baker. “An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumer’s Purchase Intentions.”Journal of Retailing 70, no.2 (1994): 163-178.

Thaler, R. “Mental Accounting and Consumer Choice.” Marketing Science 4, no. 3 (1985): 199-214.

Weiner, B. “An Attributional Theory of Achievement Motivation and Emotion.” Psychological Review 92 1985.

Zeithaml, V. A. “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.”Journal of Marketing 52, (July 1988): 2-22.