臺灣博碩士論文加值系統

本研究以參與農會蔬果共同運銷農民為研究對象，主要目的是探討農會的服務品質、農友滿意度及忠誠度之關係，希望研究結果對農會主管在經營蔬果共同運銷業務上有所助益。
本研究發現服務品質對滿意度具有正向關係，滿意度對忠誠度具有正向關係，農友在評估滿意度時，以關懷及有形性構面的影響力最大，其次是保證性構面，農友在評估忠誠度時，以滿意度構面的影響力最大。農會要提升農友整體滿意度，要先有效提升各項服務品質等構面，才能藉由增加農友滿意度來提升農友忠誠度。本研究建議應加強農會各部門的配合，要瞭解農友的所有需要，並且以農友的需要及利益為最優先考慮、應建立農會申訴管道功能及農會主管應重視共同運銷業務，運銷人員才會提供最優質的服務，讓農會系統蔬果共同運銷業務能繼續服務所有的農友，達擴大市場佔有率之目標。
因此，本研究認為農會應以提高農友滿意度為主，並隨時修正影響服務品質的因素，提升服務品質來提高農友的忠誠度，以達農會蔬果共同運銷業務永續經營。

This study investigates farmers in cooperative marketing of fruit vegetables by farmer’s association as the research object, the main purpose is to probe into the relationship between service quality, farmer’s satisfaction and loyalty of the farmer’s association, We hope that the results will be good for the management of farmer’s association and will engage a cooperative marketing of fruit and vegetables.
The results reveal that service quality has positive effects on customer satisfaction; satisfaction has positive effects on customer loyalty. When farmers evaluate their satisfaction with farmer’s association, the most important factor are empathy and tangiblity, assurance is also very important. When farmers evaluate their loyalty with farmer’s association, satisfaction is the most important factor. In order to elevate the farmers’ satisfactory rate, Agrarian Association ought to effectively improve on every aspect such as the quality of services. Therefore farmers’ loyalty will supposedly be strengthened by the improvement of farmers’ satisfaction. This research suggests that collaborations among each department of Agrarian Association should be reinforced with one another. Besides, Agrarian Association needs to understand all the needs of farmers and see their needs and benefits as priorities. As the functions of channels through which farmers are able to dress their complaints should be built up, the authority is to give much importance to the business of common logistics and sales. As to that, since personnel in charge of logistics and sales can provide services of the best quality, which allows common logistics and sales of fruit and vegetables of Agrarian Association system to continue to reach every single farmer, the goal of expanding market shares can be accomplished.
Therefore, the study suggests that farmer’s association should enhance it’s farmer satisfaction by offering the best service quality, this will improve it’s farmer’s loyalty, and will benefit the farmer’s association, so it that it can continuce forever.

目 錄
摘 要 i
Abstract ii
誌 謝 iv
目 錄 v
圖表索引 vii
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 服務品質相關文獻 6
第二節 滿意度相關文獻 17
第三節 忠誠度相關文獻 19
第四節 蔬果共同運銷現況 21
第三章 研究方法與設計 25
第一節 研究架構與研究假設 25
第二節 研究變數的操作性定義與衡量 29
第三節 研究設計 31
第四章 研究結果與分析 34
第一節 樣本結構分析與敘述分析 34
第二節 效度與信度分析 40
第三節 因素分析 42
第四節 路徑分析 48
第五章 結論與建議 57
第一節 結論 57
第二節 管理與實務意涵 59
第三節 研究限制及後續研究建議 62
參考文獻 63
附錄 70
作者簡介 74


圖表索引
圖目錄
圖1-1 本文研究流程圖 5
圖2-1 服務品質知覺連續帶 7
圖2-2 服務品質的觀念性模式 10
圖2-3 服務品質的決定因素 11
圖3-1 研究架構圖 25


表目錄
表4-1 樣本基本資料分析表 35
表4-2 農友對蔬果共同運銷服務品質、滿意度及忠誠度敘述統計量表 39
表4-3 本研究各構面之信度值表 41
表 4-4 服務品質問項的因素內容分析表 44
表 4-5 滿意度問項的因素內容分析表 46
表4-6 忠誠度問項的因素內容分析表 47
表4-7路徑效果分析 49
表4-8依變項為滿意度、預測變數為服務品質五個構面複迴歸表 50
表4-9依變項為忠誠度、預測變數為滿意度複迴歸表 51
表4-10影響各反應變數之路徑效果彙整 52
表4-11 各構面路徑分析直接效果之研究假設檢定結果 55
表4-12 各構面路徑分析間接效果之研究假設檢定結果 56

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