臺灣博碩士論文加值系統

摘要
我國女性內衣市場漸趨飽和，同業之間競爭激烈，國產、進口品牌眾多，市場競爭激烈，保留顧客確保市場佔有率成為當前的要務，如今邁入消費者導向的時代，實行消費者滿意的經營策略，成為企業追求生存的首要目標；再者，對於業者而言，瞭解消費者購後滿意與否的行為意向是非常重要的，消費者於購後感到滿意時，將會形成較高的再購意願，反之，感到不滿意時，將會表現移轉、抱怨的行為產生，因此，企業莫不藉由提供符合消費者期望的產品以提升其滿意程度；但是，隨著消費水準提高，消費者於購買產品或服務時，對於品質的期望，不再侷限於有形的產品品質，轉而對無形的服務品質與關係品質逐漸重視，其也成為影響消費者滿意度的決定因素。
本研究以台北地區華歌爾消費者為研究對象，採用非隨機抽樣的便利抽樣進行問卷調查，共抽樣600份問卷，回收有效問卷442份。並以線性迴歸模式來探討關係品質、服務品質、消費者滿意度與購後行為意向之間的關係，另外將AIO生活型態、人口統計變數與消費實態列為控制變數，以防止假設推論方向受到誤導。為了探討服務品質、關係品質與購後行為意向的構成要素，將其進行因素分析後，服務品質萃取保證、反應與有形性三個變數；關係品質萃取信任與承諾二個變數；購後行為意向萃取再購意願與移轉二個變數。
經實證分析發現，服務品質的三變數與關係品質的信任變數對消費者滿意度呈顯著正相關；服務品質的保證變數與關係品質的信任變數對再購意願呈顯著正相關；服務品質的反應變數與關係品質的二個變數對移轉呈顯著正相關，但服務品質的有形變數對移轉呈顯著負相關；消費者滿意對於再購買意願呈顯著正相關。由上述可知，服務品質與關係品質對於消費者滿意度與購後行為意向的顯著關係，其研究假說均獲得支持與部分支持。因此驗證服務品質與關係品質對於消費者滿意度具有直接影響效果，且透過滿意度的中介效果對於購後行為意向具有間接影響效果。此外服務品質與關係品質亦能在不透過滿意度的中介效果情況下，直接影響購後行為意向。故內衣業者若要藉由掌握消費者購後行為意向來增進利潤、維持成長，則需提升關係品質、服務品質與消費者滿意度，達到提升消費者再購意願與減低移轉風險的目標。

目 錄
第一章 緒論
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究範圍與限制 2
第四節 研究流程 4
第二章 文獻探討
第一節 個案公司介紹 6
第二節 服務品質 9
第三節 關係品質 17
第四節 顧客滿意度 22
第五節 購後行為意向 27
第三章 研究方法
第一節 研究架構 31
第二節 研究假設 32
第三節 研究變數定義與衡量 35
第四節 問卷設計 41
第五節 抽樣設計 43
第六節 資料分析方法 45
第四章 實證分析結果
第一節 樣本描述 47
第二節 問卷的效度與信度分析 54
第三節 迴歸模型複共線性診斷 60
第四節 顧客滿意度與購後行為的實證分析 62
第五章 研究結論與建議
第一節 研究結論 79
第二節 管理意涵 82
第三節 後續研究建議 84
表 次
表2.1國內內衣市場佔有率 7
表2.2華歌爾旗下內衣品牌 7
表2.3華歌爾94年與93年前十大銷售客戶 8
表2.4 SERVQUAL量表衡量構面與組成項目 13
表2.5服務品質量表的比較 16
表2.6行為意向量表 29
表3.1服務品質衡量變數與問題 36
表3.2關係品質衡量變數與問題 37
表3.3顧客滿意度衡量變數與問題 38
表3.4購後行為意向衡量變數與問題 38
表3.5生活型態衡量變數與問題 39
表3.6消費實態變數衡量變數與問題 40
表3.7人口統計變數衡量變數與問題 41
表3.8問卷設計結構 42
表3.9抽樣結構表 45
表4.1問卷發放與回收情形統計表 47
表4.2填卷者的年齡分佈 48
表4.3填卷者的教育程度分佈 49
表4.4填卷者的職業分佈 49
表4.5填卷者的婚姻狀況 50
表4.6填卷者的月收入分佈 51
表4.7填卷者的平均每次消費金額分佈 51
表4.8填卷者的購買頻率分佈 52
表4.9填卷者的最常購買地點分佈 53
表4.10填卷者的最常購買品牌分佈 53
表4.11研究構面的Bartlett與KMO檢定分析結果 54
表4.12主要構面的因素結構與因素負荷量 55
表4.13生活型態的因素結構與因素負荷量 57
表4.14研究構面的信度分析結果 59
表4.15主要變數VIF值 61
表4.16主要變數相關分析表 61
表4.17主要影響變數對滿意度迴歸分析 63
表4.18主要影響變數對再購意願迴歸分析 67
表4.19主要影響變數對顧客移轉迴歸分析 71
表4.20顧客滿意度與購後行為意向迴歸分析 75
表4.21自變數、中介變數與依變數迴歸分析總彙表 78
表5.1研究假說彙整表 79
圖 次
圖1.1研究流程圖 4
圖2.1服務品質模式 10
圖2.2 PZB服務品質因素 12
圖2.3關係品質模式 18
圖2.4服務品質的行為與財務性結果 28
圖3.1本研究的觀念性架構 31

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