臺灣博碩士論文加值系統

　　人們經由農業，工業直到服務業。在這其中，人們也相同地由自己自足，物質滿足，到追求感受上的滿足。百貨公司若想在這樣一個追求感受滿足的市場中，占有一席之地，首先必須先了解顧客的需求，進而思考如何滿足它。然而，今天的百貨業正面臨一個競爭激烈的時代，如何能使自己受顧客青睞，成為永續經營的企業，服務品質是首先要考量的因素。既然佑道服務品質的重要性，當然在競爭激烈的產業中，唯有整體的服務品質能遠優於其他百貨公司才能得到更大的報酬。本文基於客觀立場，探討如何改善百貨公司服務狀況，以追求能得到顧客青睞。從百貨公司業者的角度，大家都知道服務品質的重要，也都在各方面加強服務品質。但目前需先改善那方面，才能使顧客的需求達到最大滿足，以爭取最大的利潤。從顧客的角度，當百貨公司改善其服務品質，將使顧客更滿足，使其生活品質也隨之提升。
本研究以台北地區大學生為研究對象，並將台北市百貨公司依營業額分成三類，大、中、小型百貨公司群，以P.Z.B模式與量表並配合產業特性，共找出32個服務項目當成研項目變項數目。以了解改善的先後順序。由研究結果顯示:大型百貨公司群，以商品價格適當，停車方便，顧客期能很快得到服務三相最需優先改善。中型百貨公司群，以具有先進的服務設施，停車方便，服務人員會以顧客的利益三項最需優先改善。小型百貨公司群以商品價格適當，停車方便，售後服務三相最需優先改善。

目 錄
論文口試委員會審定書..................................1
誌謝..................................................2
中文摘要..............................................3
英文摘要..............................................4
目錄..................................................5
圖目錄................................................6
表目錄................................................7
第一章 緒論
1.1 研究背景與動機.................................1
1.2 研究問題及目的.................................2
1.3 研究對象與限制.................................2
1.4 研究架構與流程.................................5
1.5 論文結構.......................................8
第二章 文獻探討
2.1 百貨公司.......................................9
2.2 服務業服務.....................................13
2.3 品質定義.......................................19
2.4 服務品質.......................................21
2.5 滿意度.........................................28
2.6 滿意度之模式與衡量方法.........................30
2.7 服務品質與惠顧行為.............................35
第三章 研究設計
3.1 問卷設計.......................................37
3.2 抽樣設計與內容.................................39
3.3 統計分析.......................................40
第四章 資料分析
4.1 問卷信度.......................................42
4.2 百貨公司服務品質構面分析.......................43
4.3 服務品質屬性重要程度與滿意程度評價.............48
4.4 服務品質差異分析...............................50
4.5 服務品質改善優先順序...........................53
4.6 服務品質與人口統計變數.........................55
第五章 結論與建議
5.1 結論...........................................62
5.2 建議...........................................63
參考文獻..............................................64
附錄一:百貨公司服務品質問卷...........................72

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