臺灣博碩士論文加值系統

品質對於各產業，不論是製造業或服務業都是主要的競爭優勢之一。因為消費者都會在意他們所購買之東西的品質，並影響對他們所購買之東西的滿意度，進而影響他們的再購意願。尤其對競爭激烈的3C產業而言，更是如此，因此本研究以電視機作為研究對象，探討產品品質與服務品質對顧客滿意度與顧客忠誠度的影響。
本研究共計發放380份問卷，有效回收200份，有效回收率為52.63%。實證資料利用SPSS 21.0 與 AMOS 21.0來分析與驗證所假設的線性結構方程模型。研究結果顯示，支持假設H1:產品品質對顧客滿意度有顯著正向的影響。其次，支持假設H2：服務品質對於顧客滿意度有顯著正向的影響。最後，支持假設H3：顧客滿意度對顧客忠誠度有顯著正向的影響。

Quality is one of the key competitive priorities for every industry, including manufacturing industry and service sector. Due to almost all consumers care about what the quality they buy and this affects the satisfaction level about what they buy, and in turn affects their loyalty. Therefore, quality is a key factor that any enterprise should be focus on. Specially, the competition is much intensive in the 3C industry, therefore, this study use TV as example to explore the effects of product quality and service quality on customer satisfaction and customer loyalty.
Of the 380 questionnaires delivered, a total of 200 valid responses were received, yielding a response rate of 52.63%. Then the empirical data were analyzed by using SPSS 21.0 and the hypothesized structural equation modeling (SEM) was tested using AMOS 21.0. The research results show that: product quality has positive effect on customer satisfaction, service quality has positive effect on customer satisfaction, and customer satisfaction has positive effect on customer loyalty.

目錄
　　　　　　　　　　　　　　　　　　　　　　　　　　　　　
論文摘要 i
ABSTRACTii
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 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 研究流程 4
第四節 論文結構 5
第貳章 文獻探討 6
第一節 產品品質 6
第二節 服務品質 11
第三節 顧客滿意度 14
第四節 顧客忠誠度 19
第五節 產品品質、服務品質、顧客滿意和顧客忠誠度之相關研究 20
第参章 研究方法 24
第一節 研究架構 24
第二節 研究假設 24
第三節 變數操作性定義與研究工具 25
第四節 研究對象 31
第五節 資料分析方式 32
第肆章 資料分析與研究結果 35
第一節 問卷回收與基本資料分析 35
第二節 信度及效度分析 43
第三節 結構方程模型分析 48
第四節 中介效果檢定 49
第五節 研究結果 50
第伍章 結論與建議 52
第一節 研究結論 52
第二節 管理意涵 54
第三節 研究限制與建議 55
參考文獻 56
附錄 64

表目錄
表1 SERVQUAL量表 13
表2顧客滿意度之定義 15
表3 顧客滿意衡量構面一覽表 16
表4顧客滿意度之相關研究一覽表 17
表5 產品品質之作性定義與衡量問卷題項 26
表6 服務品質之操作性定義與衡量問卷題項 28
表7 顧客滿意之度操作性定義與衡量問卷題項 30
表8顧客忠誠度之操作性定義與衡量問卷題項 31
表9 問卷回收情形 ..35
表10 樣本資料基本特性 36
表11 衡量問項之平均數與標準差 40
表12 本研究問卷之各個構念的Cronbach’s α值 44
表13 各個構念之因素負荷量、組合信度及平均變異數抽取量 45
表14 相關係數矩陣與AVE之平方根 46
表15 衡量模式適配度 47
表16 最佳適配模式之路徑係數與t值 49
表17 中介效果檢定 50
表18 假設檢定彙總表 51

圖目錄
圖1 研究流程圖 4
圖2 研究架構圖 24
圖3 最佳模式適配圖 48

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