臺灣博碩士論文加值系統

Founded in 2007, Trong Nhan Service-Commerce Limited Company is a company
operating in various fields but it focuses mostly on selling stationery products. As competition
grows more intense, it is important for the company to study the satisfaction of its customers so
that it can come up with strategy to attract and retain customers. This thesis was conducted to
investigate the factors influencing customer satisfaction and the influence level of these factors.
Based on the result of the analysis, several solutions to improve customer satisfaction are
proposed. The research model comprises 6 factors that may have impact on customer satisfaction
including reliability, service competence, tangibles, price, and product. The analysis result
showed that except the factor “reliability”, all the other factors have positive influence on the
customer satisfaction with the level of confidence at 95%.

ACKNOWLEDGEMENTS i
ABSTRACT ii
TABLE OF CONTENT iii
LIST OF TABLES viii
LIST OF FIGURES ix
LIST OF ABBREVIATIONS x
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH PURPOSES 2
1.2.1 General purpose 2
1.2.2 Specific purposes 2
1.3 SCOPE OF THE RESEARCH 2
1.4 SIGNIFICANCE OF THE RESEARCH 3
1.4.1 Practical contributions 3
1.4.2 Theorertical contributions3
1.5 STRUCTURE OF THE RESEARCH 3
CHAPTER 2 LITERATURE REVIEW 5
2.1 CUSTOMER 5
2.1.1 Concept of customer 5
2.1.2 Customer satisfaction 5
2.2 PRODUCT 5
2.2.1 Concepts of product 5
2.2.2 Product quality 6
2.3 SERVICE 7
2.3.1 Concept of service 7
2.3.2 Characteristics of service 7
2.3.2.1 Intangibility 8
2.3.2.2 Variability 8
2.3.2.3 Inseperability 8
2.3.2.4 Perishability 8
2.3.3 Service quality 9
2.3.4 Service quality assessment 9
2.3.4.1 GAP model of service quality 9
2.3.4.2 Service quality determinants 11
2.4 RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION13
2.5 SCALE 13
2.5.1 Parasuraman.s service quality scale 13
2.5.2 Price scale 15
2.5.3 Product quality scale 16
2.5.4 Customer satisfaction on service quality 16
2.6 PROPOSED RESEARCH MODEL OF THE THESIS 16
2.7 INTRODUCTION TO TRONG NHAN SERVICE TRADE LIMITED COMPANY 18
CHAPTER 3 RESEARCH METHODOLOGY 21
3.1 DATA SOURCES 20
3.1.1 Secondary data 20
3.1.1.1 The need for secondary data20
3.1.1.2 Data sources 20
3.1.2 Primary data 20
3.1.2.1 The need for primary data 20
3.1.2.2 Data source 21
3.2 RESEARCH PROCESS 21
3.3 QUALITATIVE STUDY 23
3.3.1 Focus group 23
3.3.2 Interview questions 23
3.3.3 Result of the qualitative study 24
3.3.4 Questionnaire design 24
3.3.5 Scales 25
3.4 QUANTITATIVE RESEARCH 25
3.4.1 Data collection and sample size 26
3.4.1.1 Secondary data 26
3.4.1.2 Primary data 26
3.4.2 Sampling design 26
3.4.3 Data analyzing plan 26
3.3.4 Reliability test by Cronbach.s Alpha 28
3.4.5 Exploratory Factor Analysis (EFA) 28
3.4.6 Regression analysis29
3.5 SUMMARY OF CHAPTER 3 29
CHAPTER 4 RESULT & DISCUSSION31
4.1 DESCRIPTIVE STATISTICS 30
4.2 RELIABILITY TEST 32
4.3 EXPLORATORY FACTOR ANALYSIS 35
4.3.1 Component scale assessment for the independent variables 35
4.3.2 Component scale assessment for the dependent variable 42
4.4 OFFICIAL RESEARCH MODEL 44
4.5 CORRELATION ANALYSIS AND REGRESSION ANALYSIS 45
4.5.1 Correlation Analysis 45
4.5.2 Regression Analysis 46
4.6 CHAPTER SUMMARY 49
CHAPTER 5 CONCLUSION & RECOMMENDATION 53
5.1 CONCLUSION 50
5.2 RECOMMENDATION 50
5.2.1 Price 51
5.2.2 Quality 51
5.2.3 Service Competence 51
5.2.4Tangibles 51
5.2.6 Empathy 52
5.3 CONTRIBUTIONS & LIMITATIONS 52
REFERENCES 56
APPENDIX QUESTIONNAIRE 60

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