臺灣博碩士論文加值系統

台灣在加入世界貿易組織(WT0)後，將面對市場國際化，貿易自由化的競爭。以外銷為導向的台灣產業經濟型態，對於強化本身競爭力，爭取國際驗證，是工商業界必要的條件。而測試及驗證服務業的配合，也是達成國際化目標不可或缺的要素之一。商業測試實驗室雖屬新興產業，但面對與日遽增之競爭壓力及工商業界對服務品質的要求，如何改進服務品質，提升顧客滿意度及增加顧客忠誠度是商業測試實驗室刻不容緩之課題。
本研究是以『財團法人塑膠工業技術發展中心』商業測試實驗室之顧客為研究對象，採用國內學者林能白和丘宏昌（1998）所發展出的SQ-NEED 服務品質量表為衡量工具，再以統計方法做資料分析。主要目的是探討商業測試實驗室服務品質、整體顧客滿意度及顧客忠誠度之間的關係，並藉以瞭解不同特徵及集群顧客之間的差異，找出顧客所需求之服務品質，進而提出客製化的服務行銷策略，提升整體顧客滿意度及其忠誠度，來作為業界的參考依據。
研究結論發現，服務品質水準會影響整體顧客滿意度，而整體顧客滿意度會影響顧客忠誠度之三個行為意向。本研究亦歸納出三個服務品質構面『行為可靠性』、『外在形象性』及『舒適方便性』，其中『行為可靠性』及『外在形象性』對整體顧客滿意度有顯著影響，而對顧客忠誠度方面，則僅『行為可靠性』的影響是顯著的。因此研究結論對商業測試實驗室而言具策略及發展的意義。

After joining the World Trade Organization (WTO), Taiwan will face the competition of market internalization and trade liberalization. To strengthen the self-competitive abilities and to strive for the international approval are the necessary factors for the industrial circles in Taiwan''s export-guided industrial economiy. Besides, to testify and to substantiate the cooperation of service industries are also the indispensable factors to achieve the internationalization.
This research is based on the customers of Commercial Testing Laboratories of “Plastics Industry Development Center” as research object. This research also uses the “Service Quality Measurement” (SQ-NEED), which is developed by domestic scholars Lin, Neng-Bai and Qiu, Hong-Chang, as the examining tool and the statistical method to analyze the data. The main purpose is to probe into the relationships among the “service quality”, “total customer satisfaction”, and “customer loyalty” of the Commercial Testing Laboratories. By doing so, we could know the differences between the customers with different features and of different groups, and find the service quality that customers demand; We could propose customized service and trade strategies as references of the industry to increase the total customer satisfaction and customer loyalty.
The result of the research discovers that the service quality would affect the total customer satisfaction, and the total customer satisfaction affects customer loyalty. This research concludes three service quality aspects：“reliability of the behaviors”, “goodwill”, and “comfortable convenience”; among which, “reliability of the behaviors” and “goodwill” have significant influences on the total customer satisfaction; however, only “comfortable convenience” has significant influence on customer loyalty. To draw a conclusion, the result of this research has both strategic and developmental meanings to the Commercial Testing Laboratories.

第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究範圍與對象 3
第四節　研究流程 4
第二章　文獻探討 6
第一節　服務業的分類與測試服務業的屬性 6
第二節　服務的定義與特性、服務品質、服務品質模式及服務品質
量表 9
第三節　服務品質與顧客滿意度關係之探討 26
第四節　顧客滿意度與顧客忠誠度關係的探討 31
第三章　研究方法 34
第一節　研究架構 34
第二節　研究設計 36
第三節　研究假設 39
第四節　問巻設計 40
第五節　資料分析方法 41
第四章　資料分析與結果 44
第一節　信度與效度分析 44
第二節　服務品質水準之One-sample t檢定分析 46
第三節　問卷樣本次數分配 47
第四節　顧客服務品質屬性評估圖 50
第五節　相關性分析 51
第六節　因素分析 52
第七節　徑路分析 56
第八節　集群分析 62
第九節　企業統計特徵變項及集群變異數分析 64
第十節　服務品質改善策略 69
第五章　結論與建議 71
第一節　結論與建議 71
第二節　對後續研究的建議 72
參考文獻 73
中文部份 73
英文部份 75
附錄 81

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