臺灣博碩士論文加值系統

實務中，關係行銷已被企業當作獲取持續性競爭優勢的關鍵來源，而且也已受到學術界之重視。服務提供者與顧客間所發展的商業友誼亦是一種重要的行銷關係，過去友誼之探討僅止於從社會性觀點著眼，未論及商業活動的經濟性交換特性，故相關理論難以推廣至商業環境中，因此商業友誼的討論將有助於此一研究缺口之補強，而且希望透過了解其與服務品質、顧客滿意及顧客忠誠的關係檢驗商業友誼之重要性。
因此本研究之目的在於探討國內以事物為服務對象之產業的顧客所知覺與服務提供者的商業友誼對服務品質、顧客滿意及顧客忠誠的影響關係。以國內汽車修護業及產險業的顧客為研究母體，採定量方法以問卷調查829位顧客，共回收有效樣本346份。研究結果發現（一）商業友誼會正向影響服務品質，顯示理性的服務品質評量會受到商業友誼程度之影響、（二）商業友誼會正向影響顧客滿意，表示可藉由商業友誼程度的提昇增進顧客滿意、（三）服務品質會正向影響顧客滿意顯示服務品質的增進有助於顧客滿意的提昇、（四）顧客滿意會正向影響顧客忠誠，亦即滿意的顧客有助於顧客忠誠的提昇、（五）商業友誼會正向影響顧客忠誠，表示商業友誼程度的提昇有助於顧客忠誠的增進。
最後建議業者可透過加強服務提供者對「商業友誼」之重視，針對各變數關鍵屬性作加強等方式的實施，均有助於提高顧客忠誠。同時建議後續研究者，可從擴大研究對象、加入服務提供者的意見、縱斷面研究、加入質性研究及與顧客知識管理相結合等方面，進行更深入之研究。

Both the practitioners and the academics recognize that the relationship marketing is a major source of continuous competitive advantage of the firms. The commercial friendships are defined as friendships that developed among service providers and clients, are one important type of marketing relationship. The sociology literatures address this topic from social perspective and rarely mention about the economic exchange character of friendship in commercial reality. And that is why those related theories are hard to apply to the commercial reality. We believe that a further research to the commercial friends will eliminate those gaps. This study tries to delineate the relationship among service quality, customer satisfaction and customer loyalty to highlight the importance of commercial friendships.
Therefore, the purpose of this study is to explore the impact of commercial friendships on service quality, customer satisfaction and customer loyalty in two Taiwan service industries. The selected industries are those whose services are directed at physical goods’ possession and at intangible assets. 346 valid samples are customers of automobile repair firms and property-liability insurance firms. The results of this study show that: (1) commercial friendships have positive impact on service quality, (2) commercial friendships have positive impact on customer satisfaction, (3) service quality have positive impact on customer satisfaction, (4) customer satisfaction have positive impact on customer loyalty, and (5) commercial friendships have positive impact on customer loyalty.
According to the results, this study recommends some suggestions to both the practitioners and the academics.

目次
第壹章 研究動機與目的--------------------------------------------------01
第一節研究動機----------------------------------------------------------01
第二節研究目的----------------------------------------------------------04
第三節研究流程----------------------------------------------------------05
第四節研究範圍----------------------------------------------------------06
第貳章 文獻探討--------------------------------------------------------07
第一節商業友誼----------------------------------------------------------07
第二節服務品質與顧客滿意------------------------------------------------13
第三節顧客忠誠與顧客滿意------------------------------------------------27
第參章 研究方法--------------------------------------------------------31
第一節研究對象----------------------------------------------------------31
第二節研究架構與假說----------------------------------------------------33
第三節各項變數定義------------------------------------------------------35
第四節測量工具及問卷施測過程--------------------------------------------37
第五節分析方法----------------------------------------------------------43
第六節信效度檢測及LISREL模式建立----------------------------------------44
第七節樣本結構----------------------------------------------------------59
第肆章資料分析----------------------------------------------------------62
第一節敘述統計（整體樣本、產險業及汽車修護業）--------------------------62
第二節基本屬性對衡量變項之影響------------------------------------------65
第三節觀念模式之驗證----------------------------------------------------69
第伍章結論與建議--------------------------------------------------------83
第一節研究結論----------------------------------------------------------83
第二節建議--------------------------------------------------------------90
第三節研究限制----------------------------------------------------------93
參考文獻----------------------------------------------------------------94
附錄-------------------------------------------------------------------107
附錄一：汽車修護廠問卷-------------------------------------------------107
附錄二：產險公司問卷---------------------------------------------------110
附錄三：感謝狀---------------------------------------------------------113
個人簡歷---------------------------------------------------------------114

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