臺灣博碩士論文加值系統

近年來，服務業的重要性快速提昇，服務品質、顧客滿意及顧客忠誠等相關主題，已經成為服務業的強大競爭壓力來源。在從前運籌服務對企業來說僅僅是一項額外的成本，不能對整個企業的營運提供太多正面的效益，但在現今這個以顧客為中心的年代，運籌服務的好壞已經轉變成企業的主要競爭優勢之一。
過去一般有關運籌服務的研究，大都專注於企業對企業之間的探討，很少從消費者的角度進行研究。本研究即針對此點，探討運籌服務品質、滿意度及忠誠度，並分析使用者特性對滿意度及忠誠度之影響。本研究根據PZB 於1985 年提出的「觀念性模型」為主體，並針對產業特性加以修正，來探討運籌服務品質因素構面，並以宅配服務業加以實證。
本研究以問卷方式調查，樣本選擇方面，以使用過宅配服務的族群作為受訪對象。研究結果顯示，使用者「期望服務水準」與「認知服務水準」間確有顯著之差異。而服務品質滿意度與顧客忠誠度之間具有顯著的相關，且影響顧客忠誠的主要因素為可靠性、回應性及產品處理情況。此外，使用者特性對運籌服務品質滿意度與忠誠度間關係，確實具有干擾效果存在。
本研究將運籌服務特性做了一次完整的整理與分析。並從消費者角度將服務品質的研究延伸至運籌服務，提供學術界由另一個角度，來衡量運籌服務。並實證服務品質滿意度與顧客忠誠度之間具有顯著的相關，且影響顧客忠誠的主要因素為可靠性、回應性及產品處理情況，使用者特性確實具有干擾效果存在。可以作為運籌服務業者建構相關服務之參考並提供營運規劃時之方向。

Recently, instant increase of the importance of service, the related subjects like service quality, customer satisfaction, and customer loyalty have become the cause of strong competition pressure. In past days, logistic service is just an extra cost that can’t provide business’s operation with too much positive benefit. But excellent logistic service has become one of the competition advantages nowadays.
Generally, the researches of logistic service concentrate their attention almost on B-to-B, but rare on the customers’ viewpoints. This research aims at the gap to study logistic service quality, customer satisfaction, and customer loyalty. We also analyze the effects of user characteristic on degree of satisfactory and loyalty.
This research is based on “A Conceptual Model of Service Quality” that is addressed by PZB in 1985. Furthermore considering the business characteristic difference, we add the dimensions and modify the wording of items and find out logistic service dimensions. Then we choose the home delivery service as the case study.
This research investigates with questionnaire. We choose the crowd that had used the home delivery service. The results show that: (1) there is distinct difference between the expectation service quality and perception service quality; (2) there is relevance effect between satisfactory of service quality and customer loyalty; (3) the main factors that affect customer loyalty are reliability, responsiveness, and the situation of dealing with productions. In addition, user characteristic has influences on the relationship between satisfactory of logistics service quality and loyalty.
This research also makes a detailed study and analysis of logistic service. The main contribution of this paper is to extend the research of logistics service quality from consumers’ viewpoint, and find out its dimensions that can provide the academia another viewpoint to measure logistic service. According to the results, we found out that: (1) there is relevance effect between satisfactory of service quality and customer loyalty; (2) the main factors that affect customer loyalty are reliability, responsiveness, and situation of dealing with productions; (3) user characteristic has influences on the relationship between satisfactory of logistic service quality and loyalty. We suggest that the results can provide the directions for home delivery service when they set up related services and working plans.

目 錄
中文摘要…………………………………………………………………………………i
英文摘要………………………………………………………………………………...ii
誌 謝………………………………………………………………………………..iv
目 錄………………………………………………………………………………...v
表 目 錄……………………………………………………………………………….vii
圖 目 錄………………………………………………………………………………viii

第一章 緒論…………………………………………………………………………...1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究範圍5
第四節 研究流程6
第二章 文獻探討8
第一節 運籌服務8
第二節 服務品質相關研究探討14
第三節 顧客滿意度和忠誠度30
第四節 運籌服務品質之衡量40
第三章 研究方法…………………………………………………………………….48
第一節 研究架構48
第二節 研究假設50
第三節 研究變數定義52
第四節 研究設計55
第五節 抽樣設計59
第六節 資料分析方法61
第四章 實證結果分析………………………………………………………………...63
第一節 信度、效度分析63
第二節 服務水準敘述統計分析67
第三節 服務品質缺口五(Gap 5)分析檢定70
第四節 運籌服務品質構面與忠誠度之相關分析74
第五節 使用者特性對顧客忠誠度之影響77
第五章 結論與建議…………………………………………………………………...79
第一節 研究結論79
第二節 行銷意涵與建議82
第三節 研究貢獻84
第四節 研究限制85
第五節 後續研究建議87
參考文獻88
附錄：研究問卷………………………………………………………………………..92

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